دانلود رایگان مقاله طراحی برنامه های تلفن همراه دارای برند

Abstract

The development of mobile applications has represented a challenge and opportunity for companies to market their brands and products through a new channel; however, the branded mobile applications (branded apps) currently available in the market are far from perfect and existing app designs do not yet have wellestablished mobile and social features. This article offers systematic guidelines for branded app design by identifying different levels of strategies that should be taken into consideration by companies. We illustrate five business objectives (communication, customer relationship management, sales, product innovation, and marketing research) and identify five types of branded apps (tool-, game-, social-, m-commerce-, and design-centric). Three functional building blocks are proposed to specify how mobile features, social features, and brand mention elements should be incorporated into branded app development. Various examples of branded apps are provided to illustrate relevant best practices in order to guide marketers in improving branded app design.

6. Don’t forget the users

In this article, we have provided a method that marketers can use to think about and execute business strategies related to branded app design. We have identified five business objectives, five types of branded apps, and three functional building blocks and provided various examples of relevant best practices. Note that companies should choose the features that they apply to their own business strategies wisely; furthermore, the features included in app designs should be chosen on a case-by-case basis. At the same time, the user perspective needs to be taken into consideration in the design process. Good mobile apps are aligned with different levels of user motivations and should engage them passionately. Intrinsic motivations for the use of mobile apps were discussed at the beginning of this article and include entertainment, functionality, information, socialization, intellectual stimulation, following a trend, and learning. Moreover, extrinsic user motivations to use of mobile apps can be leveraged through symbolic (e.g., the UNIQLO app) or monetary benefits. Finally, user attitudes toward branded apps need to be studied further to guide marketers on how to build better apps.