Research On Marketing Strategy Optimization Of Shan Dian APP In The Era Of Financial Media

At present,with the continuous development of Internet technology,mobile client has become a very important communication channel.Various platforms and traditional media continue to launch their own mobile clients,and various mobile news clients continue to launch.The name of the "SHANDIAN" app is a homonym for "mountain electricity",which also literally means speed and power."SHANDIAN" App has been available since its launch.It spreads news in a variety of ways,such as live broadcast or video.At present,it has opened more than 20 featured columns,which is also the flagship product launched by SD Radio and Television.However,there are still many problems in the development process of the current mobile news client.Both the news content and the transmission mode are homogenous to a certain extent.Therefore,how to win a place in the fierce market competition of mobile news client is the urgent problem to be solved for the current "SHANDIAN" APP client.In this paper,the "SHANDIAN" app client marketing present situation was analyzed,and the use of marketing theory on the problems existing in the current marketing strategy and the causes are analyzed,and the use of analysis tools such as PEST,porter five model on the basis of "flash" app client marketing environment is analyzed,and further puts forward some Suggestions of perfecting its marketing strategy.At present,there are still many problems in the APP of "SHANDIAN".Although it insists on originality,the integration level of cross-platform information is not high.The marketing and promotion of the client in the initial stage of listing can be done,but the later stage is insufficient.At present,the operation and management mode of the client is still relatively old,and the user does not have a strong sense of experience when using the client.Therefore,"SHANDIAN" APP should strengthen the expansion of the depth and breadth of content,and cultivate talents with a high level of sp ecialization and multi-ability.At the same time,we should strengthen the interaction with users on the existing basis to enhance user experience;With user demand as the orientation and based on the full analysis of user demand related data,we will push relevant content pertinently,so as to strike a resonance between users and news information,so as to further improve the attractiveness of "SHANDIAN" APP client to users.