北京理工大学珠海学院 2020 届本科生毕业论文流利说·英语 App 的营销策略研究 流利说·英语 App 的营销策略研究摘 要全球化和国际化的发展，对我们的英语水平和能力提出了更高的要求，而市场上英语学习类 APP 也随着移动互联网的普及而迅速发展起来。流利说·英语 App 以游戏闯关的学习模式结合与时俱进的学习理念，让用户利用碎片化时间学习口语，满足了用户提高英语口语的需求，迅速成为市场上选择最多的口语类 APP。本论文重点分析流利说·英语 App 独特的营销策略，研究其吸引众多目标消费者关注和使用的原因。本论文通过分析该 App 的营销环境和企业状况,研究其营销策略来总结其成功经验，发现其存在的不足之处并提出建议，供企业参考以追求更好的发展。关键词：流利说·英语 App；英语口语；营销策略北京理工大学珠海学院 2020 届本科生毕业论文Research on Marketing Strategy of “Liulishuo·English” AppAbstractThe flourishing of globalization and internationalization, make our English proficiency and English ability face with higher requirements, and English learning Apps in the market also balloon because of the improvement of the mobile Internet. "Liulishuo·English" App combining games adventure mode with advanced learning concepts, makes English learners practice spoken English in their trivial time, meets the demand of users’ progress of spoken English and quickly becomes the most popular spoken English APP in the market. This paper focuses on the unique marketing strategies of the "Liulishuo·English" APP, and looks out the reasons why it attracts such a large number of target audience’s attention and use. Sum up this App’s successful marketing experiences by analyzing its marketing environment and current situation, and studying its marketing strategies. Look out its shortcomings in order to offer some available suggestions for its future development. Keywords："Liulishuo·English" App；Spoken English；Marketing Strategy北京理工大学珠海学院...
