Analysing and Developing Promotion of Multi-Sided Platform Mobile Application: Case: Yamii
Chen , Luyao (2013)
HAAGA-HELIA ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013112718610
https://urn.fi/URN:NBN:fi:amk-2013112718610
Tiivistelmä
The commissioning party of this thesis is a start-up company called LBB Solutions Oy, where the author is working as a marketing manager of the “Yamii” project. The aim of this thesis is to ascertain reasons for the current situation and any problems regarding the MSP (multi-sided platform) mobile App “Yamii”, from a marketing point of view, and to give suggestions on products development and multi-sided marketing.
This is a procedural thesis and both quantitative and qualitative research methods are used. The theories applied are mobile marketing, service marketing, the customer value proposition, O2O business model etc.
With the help of database and some feedbacks from users, as well as the own observa-tions, the author tried to find any mistakes that might have been made by the company. The main reasons found out that leading to the current situation are “the chicken or the egg causality dilemma” in multi-sided marketing, some negative user experiences and the lack of interactive marketing activities. Suggestions are also given accordingly on both product development and market planning, for example, fulfil the content by company itself for both sides’ users, and add a loyalty system as another main feature as well as some specific marketing activity plans to connect the two sides’ users with Yamii.
This is a procedural thesis and both quantitative and qualitative research methods are used. The theories applied are mobile marketing, service marketing, the customer value proposition, O2O business model etc.
With the help of database and some feedbacks from users, as well as the own observa-tions, the author tried to find any mistakes that might have been made by the company. The main reasons found out that leading to the current situation are “the chicken or the egg causality dilemma” in multi-sided marketing, some negative user experiences and the lack of interactive marketing activities. Suggestions are also given accordingly on both product development and market planning, for example, fulfil the content by company itself for both sides’ users, and add a loyalty system as another main feature as well as some specific marketing activity plans to connect the two sides’ users with Yamii.