strategy论文代写-Marketing Plan for an App

strategy论文代写

1. Executive Summary

SmartBackpacker is a paid crowdsourcing app that will provide travelers with up to date reviews, recommendations and tips from other travellers. From the best places to get your laundry done in Timbuktu to the best stall to buy a taco in Mexico City, SmartBackpacker will hopefully become the must have app for all smart travelers.

SmartBackpacker是一款付费众包应用程序,可为旅行者提供最新评论,建议和提示。从最好的地方到Timbuktu洗衣服到最好的摊位,在墨西哥城购买炸玉米饼,SmartBackpacker有望成为所有智能旅行者必备的应用程序。

The success of this app will rest on providing the end-user trustworthy and useful information. The success of this app is also highly dependent on user participation as it is the user who will be posting reviews and sharing their travel knowledge. One of the innovative features of this app is that it will allow users to upload video reviews of places they have stayed, places they have eaten or fun, quirky things that might be off the beaten trail. It is hoped that this feature, along with the clean and easy to use user interface will propel SmartBackpacker to the head of the growing travel app market.

此应用程序的成功将取决于为最终用户提供值得信赖的有用信息。此应用程序的成功也高度依赖于用户参与,因为用户将发布评论并分享他们的旅行知识。这个应用程序的一个创新功能是,用户可以上传他们住过的地方,他们吃过的餐厅或有趣的的视频评论。这一功能以及简洁易用的用户界面,或许将推动SmartBackpacker成为不断增长的旅游应用市场的领导者。

SmartBackpacker is both the name of the company and the first product that this company will be launching. All future products will be launched under this company but with different names to reflect the target market. Future products could include SmartWeekends for weekend travelers, SmartStaycations for those looking for travel information in the UK and SmartBusinesstraveler for business travelers. 

SmartBackpacker既是公司的名称,也是该公司将推出的第一款产品。所有未来产品将在该公司下推出,并根据目标市场采取不同的命名策略。未来的产品可能包括适用于周末旅行者的SmartWeekends,适用于在英国寻找旅游信息的SmartStaycations以及适合商务旅客的SmartBusinesstraveler。 

2. Mission, Vision and Culture

SmartBackpacker aims to harness the power of the crowd like no other travel app has managed to do before. Printed travel guides such as The Lonely Planet and The Rough Guide have long been essential purchases for tourists. However, these publications are usually updated every two years and don’t provide travelers with up to date information. They are written usually by one person and don’t really cater to everyone’s tastes. Usually they only cover one region or country, meaning that if the traveler is embarking on a multi-country tour they have to purchase more than one of these heavy and expensive guides.

SmartBackpacker旨在利用人群的力量,并且没有照抄其他旅行应用程序。“孤独星球”和“粗糙指南”等印刷旅游指南长期以来一直是游客的必需品。但是,这些出版物通常每两年更新一次,不向旅行者提供最新信息。它们通常由一个人编写,并不能真正满足每个人的口味。通常他们只覆盖一个地区或国家,这意味着如果旅行者正在进行多国游览,他们必须购买多份指南,而它们通常又重又贵。

As smart phones become more prevalent and WiFi and mobile coverage now standard even in places far off the beaten track, it makes sense for travelers to leave their cumbersome, outdated travel books at home and travel with their phones loaded with an app that is constantly updating them with useful and relevant information. If one user had a killer Mojito in a bar in Sydney they can share that information instantly on SmartBackpacker. King (2002) argues that, “it is the customer who can decide how and when they access their travel and tourism information and how and through what process they access and purchase their travel and tourism arrangements” (p. 106). SmartBackpacker aims to be at the heart of this customer-focused movement by getting tourists to share information directly with each other, bypassing all the traditional channels.

随着智能手机变得越来越流行,即使在远离人迹罕至的地方,WiFi和移动覆盖现都已实现,因此旅行者安装旅游应用程序成了必然选择。如果一个用户在悉尼的酒吧里看见了killer Mojito,他们可以立即在SmartBackpacker上分享这个信息。King(2002)认为,“顾客可以决定他们如何、以及何时获取旅行信息,以及他们如何、以及通过什么方式访问和购买他们的旅行安排”(第106页)。SmartBackpacker旨在通过让游客直接分享信息,绕过所有传统渠道,实现以客户为中心。

This business has to be built on a culture of trust. Users have to be able to trust the information that they are being given. It is this trust that will engender positive feelings towards the product and prompt people to post their own reviews. Surowiecki (2004) argues that, “under the right circumstances, groups are remarkably intelligent” (p. xiii). This app will use this group intelligent to improve the travel experience for everyone using this product. SmartBackpacker will be the first in a long line of travel related apps from this company.

这项业务必须建立在相互信任的文化基础上。用户必须信任他人所提供的信息。正是这种信任将产生对产品的积极情感,并促使人们发布自己的评论。Surowiecki(2004)认为,“在适当的情况下,群体非常聪明”(第xiii页)。此应用程序将使用智能组来改善用户的旅行体验。SmartBackpacker将成为该公司长途旅行相关应用程序中的第一个。

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