Research On Positioning And Promotion Of Campus Mobile Social Software LW For Generation Z

With the development of economy and technology,the scale of Chinese Internet users is increasing and the application of mobile social utilization rate is high,Z generation population(by 2020,11 years old to 25 years old)has become the main use of mobile social group,the market value of the high utilization means huge social applications,so mobile social software industry,especially the campus social software area ushered in the new opportunities and challenges.In the face of the changing mobile social market environment,accurate product positioning is very important in order to improve the perceived value and social influence of users and achieve a better marketing and promotion process of campus social products.This study based on the theory of product positioning theory,perceived value,the social impact theory,in the campus social products LW APP as the research object,through the literature material law,questionnaire survey method,interview method,combined with the feature of LW now market environment,the target user analysis and competitive analysis,to analyze the LW positioning problem of existing products,and recommendations of the relocation.At present,LW's product positioning mainly has the problem of insufficient functional advantage positioning,which is mainly caused by the failure of product functional positioning to meet the needs of target users and the lack of vertical orientation of the main scene.LW still has the problem of insufficient market entry positioning and brand segmentation positioning.In view of these problems,this paper puts forward some suggestions on avoiding strong market positioning,product function advantage repositioning and brand repositioning.Finally,based on the above analysis,this paper proposes eight marketing suggestions on how to market and promote campus social product LW from the two dimensions of perceived gain and perceived loss: build a story and improve the growth system;Get traffic,extend campus scene;Precise service to improve user experience;Meet demand and provide long-term value;Share social contact to enhance social value;Multi-party cooperation,win a good reputation;Strong publicity to improve social cognition;Optimize the design and reduce the source risk.