Research On Marketing Strategy Of LZ APP Based On User Comments

Traditional industries such as construction and manufacturing industries integrate with Internet technologies,forming a new developing concept called Industrial Internet.The country has successively issued corresponding policies and measures to encourage and support the development of the Industrial Internet.LZ Network Technology Co.,Ltd.was established in this context.Its product,LZ APP,is a resource sharing platform for the construction industry,based on the entire elements of the construction industry,the entire process of digital collaborative management,and integrates resources such as finance,logistics,and communications.Thus far,the LZ APP has achieved some good results,and met some difficulties and challenges.This article aims to analyze the marketing strategy of LZ APP.To this end,the article first reviews the related work of marketing strategy analysis and basic theories.Then,based on a brief introduction on LZ APP and its operation status,the article analyzes the marketing strategies of LZ APP based on STP marketing theory and 4PS combined marketing theory,respectively,and analyzes the main marketing approaches of LZ APP,to reveal the successes in the operation of LZ APP and the areas that can be improved.Meanwhile,to intuitively estimate the effect of LZ APP’s marketing strategies,this article designs a set of marketing strategy effect evaluation system to qualitatively and quantitatively evaluate LZ APP based on use comments.Finally,concerning the marketing status of the LZ APP platform,the article proposes a set of targeted and diversified improving methods,which provide a reference for the development of LZ APP and relevant enterprises.