Analysis Of Behavior Of SME APP Users And Its Impact On Marketing Strategy ——A Case Study Of Company A

In the era of mobile Internet,APP has become a must-have for all businesses.Former researches on APPs by scholars mainly focus on general-purpose APPs of large enterprises.While functional APPs by SMEs to cooperate with offline products,better deliver products and services to their own customers developed,are rarely favored by researchers because of their unique customer groups and small number of users.Compared to large enterprises,SMEs are inherently disadvantaged in APP marketing,but user behavior data on APP is very important for SMEs’ marketing.This paper adheres to the idea of data-driven operation and intends to find out the correlation and influence from APP user behavior and product,sales,and geographical data,so as to use the results of data analysis to effectively empower online and offline operations and marketing.Thus,this paper proposes corresponding marketing strategies based on the analysis of the behavioral data of APP users and marketing data in company A.First,based on the analysis of APP user behavior,this paper analyzes the behavioral preferences of users and the significant differences in the acceptance behavior of APPs among different groups.Second,combined with marketing data to verify the differences in APP use behavior among different groups and the impact of different APP use behaviors on product repurchase.Third,based on the sentiment analysis and cluster analysis of the user’s retained text information to discuss the user’s sentiment and points of interest.Through data analysis,the following conclusions are drawn: First,the level of urban development has a positive impact on users’ download and use of APP,while sales incentives have little effect on users’ download and use of APP.Chinese text interactive information and marketing shopping information on the APP has a significant impact on the frequency of using the APP,while the functional interface has no significant impact.This provides important direction guidance for enterprise APP promotion and operation.Second,the research on user APP use behavior combined with marketing data found that users of core products are significantly higher than users of non-core products in terms of use times,but not significant in terms of various functions,indicating that main products have a certain overflow.However,the focus of the two groups on products is different,which can provide a reference for the formulation of marketing strategies of enterprises.In terms of user repurchase,the research in this paper found that the various behavioral activities of users on the app had a negative impact on repurchase activity,and it is more than likely that the sales techniques of salesmen would account for a greater proportion of this activity in repurchase,which also informs the focus of information disclosure in customer repurchase marketing for companies.Third,the text analysis results show that APP inadvertently forms a CRM channel.Based on the data of company A’s APP users’ online behaviour and its own marketing data,this paper explores the connection between APP users and enterprises,and constructs an analysis method of APP user behavior.And found that the current situation of SME APP users using it as a platform for complaints inadvertently forms a CRM channel for enterprises to communicate with users and improve their products.This is instructive for SME APP development decisions and for SME customers’ repurchase marketing strategies,customer segmentation and product improvement strategies for SMEs with their own functional APPs.