版權(quán)說明:本文檔由用戶提供并上傳,收益歸屬內(nèi)容提供方,若內(nèi)容存在侵權(quán),請進(jìn)行舉報(bào)或認(rèn)領(lǐng)
文檔簡介
1、CONTENTS TOC o 1-3 h z HYPERLINK l _Toc168052369 chinese abstract. PAGEREF _Toc168052369 h 1 HYPERLINK l _Toc168052370 english abstract. PAGEREF _Toc168052370 h 2 HYPERLINK l _Chapter_1_ Chapter 1 introduction3 HYPERLINK l _Toc168052372 Chapter 2 Qr code and qr code Marketing(SM) PAGEREF _Toc1680523
2、72 h 4 HYPERLINK l _Toc168052373 2.1 Definition of Qr Code. PAGEREF _Toc168052373 h 4 HYPERLINK l _Toc168052374 2.2 Characteristics of Qr Code. PAGEREF _Toc168052374 h 4 HYPERLINK l _Toc168052380 2.3 Qr Code Business Model. PAGEREF _Toc168052380 h 6 HYPERLINK l _2.4_Qr_Code 2.4 Qr Code Marketing HYP
3、ERLINK l _2.4_Qr_Code 7 HYPERLINK l _2.4.1_Concept_of 2.4.1 Concept of Qr Code Marketing HYPERLINK l _2.4.1_Concept_of . HYPERLINK l _2.4.1_Concept_of 7 HYPERLINK l _2.4.2_Three_Strategies 2.4.2 Three Strategies of Qr Code Marketing .8 HYPERLINK l _2.4.2_Three_Strategies 2.4.3 Characteristics of Qr
4、Code Marketing9 HYPERLINK l _Chapter_3_ CHAPTER 3 Marketing Status and ProblemAnalysisof Printing Industry3.1 Printing Industry 103.2 Development Status of Printing Industry and Qr Code Marketing 10 HYPERLINK l _3.3_Values_of 3.3 Values of Qr Code Marketing in Printing Industry.11 HYPERLINK l _3.4_P
5、roblems_Exist 3.4 Problems Exist in the Qr Code Marketing .12 HYPERLINK l _4.1_Brief_Introduction CHAPTER 4 CASE ANALYSIS_PEKING LIBRARY BUILDING .144.1 Brief Introduction of Peking Library Building .144.2 Specific Forms of the Qr Code Application in Peking Library Building 14 HYPERLINK l _Chapter_5
6、_Qr CHAPTER 5 QR CODE MARKETING RECOMMENDATIONS IN PRINTING INDUSTRY HYPERLINK l _5.1_Recognize_and 5.1 Recognize and strengthen the content advantage 165.2 Use Qr Code Effectively .165.3 Train the Target Customer Base .16 HYPERLINK l _5.4_Focus_On 5.4 Focus On Control of Market Segments.17 HYPERLIN
7、K l _Chapter_6_Conclusion Chapter 6 conclusion .18 HYPERLINK l _Acknowledgements Acknowledgements HYPERLINK l _Acknowledgements HYPERLINK l _Acknowledgements 19 HYPERLINK l _Reference REFERENCE HYPERLINK l _Reference HYPERLINK l _Reference 20摘 要移動(dòng)互聯(lián)網(wǎng)的普及給我們的日常生活和商業(yè)帶來了巨大的影響,二維碼營銷的興起就是一個(gè)絕佳的證明:如今,二維碼已經(jīng)融
8、入了普通人的生活,也為企業(yè)提供了一種全新的營銷模式。對于印刷行業(yè)來說,將二維碼印刷到紙質(zhì)媒體上可以將潛在客戶和消費(fèi)者引入不受紙質(zhì)限制的網(wǎng)絡(luò)空間,讓消費(fèi)者能獲得關(guān)于產(chǎn)品的更多信息,甚至能引導(dǎo)消費(fèi)者直接在線下單。本文主要討論傳統(tǒng)紙質(zhì)媒體在信息傳播、自身銷售推廣等方面所存在的不足,通過與傳統(tǒng)紙質(zhì)媒體對比,以及結(jié)合目前二維碼在印刷業(yè)的發(fā)展現(xiàn)狀,分析其優(yōu)劣勢,取精去粕,從而探究印刷業(yè)中二維碼未來的發(fā)展建議。關(guān)鍵詞: 二維碼營銷 印刷業(yè) 二維碼創(chuàng)新 新媒體Abstract The popularity of mobile Internet has a huge impact on our daily li
9、fe, esp. on business. The rise of qr code marketing is an excellent proof: at present, two-dimensional code has integrated into the life of ordinary people, providing all industries a new marketing model. For the printing industry, printing the qr code on print media can introduce the potential cust
10、omers and consumers into cyberspace without the limitation of traditional paper-based media, so that consumers can get more information about the product, or even be stimulated to place an online order directly. The shortcomings on the dissemination of information and the sales promotion of the trad
11、itional print media are mainly discussed in the article. Compared with the traditional print media, and combined with the current development status of qr code, the strengths and weaknesses of two-dimensional code are analyzed. Through this analysis, more emphasis can be laid on developing codes adv
12、antages and improving its disadvantages, which can contribute to the innovation of printing industry in the future.Keywords: Qr Code marketing printing industry Qr Code innovation new mediaChapter 1 IntroductionMarketing refers to a kind of economic behavior, that is to say, the enterprise makes pro
13、ducts according to the market demand and sells them to customers through certain means or methods which are varied and have a long history. (趙迪, 李振婷, 2014:90) In recent years, with a wider audience, qr code has quickly taken the position of traditional marketing. At present, the domestic qr code mar
14、keting develops actively. It is widely used in the business which marks the qr code marketing era comes.In terms of printing industry, qr code can be printed on a variety of print media, that is, the extension of variable data printing could be achieved. For example, for pressure-sensitive label pri
15、nting enterprises, two-dimensional code label is a companys new profit growth point. It is obvious that the printing is the simple part in the whole process, decoding and the applications are the decisive factors of its development. The industry has been trying to enhance the printings attribute as
16、a means of media, and avoid being reduced to general product. Cooperating with mobile network, qr code would be a potentially powerful tool to support the development of the print media. Although qr code is still developing, if the enterprises cannot catch this opportunity and wait till all conditio
17、ns are mature, those competent printing companies would miss this great chance. Specifically, those enterprises, which are not ready to provide customers with online printing procurement, variable data printing, catalog management and tracking, dont have the conditions of intergrating qr code into i
18、ts service system. Correspondingly, those, which have abandoned its inherent thinking and penetrated into cross-media field, could make two-dimensional code on the basis of its own comprehensive media system, or cooperate with other media services companies to enter the two-dimensional code market.C
19、hapter 2 Qr Code and Qr Code Marketing 2.1 Definition of Qr CodeQR code, abbreviated from Quick Response Code, is the trademark for a type of two-dimensional bar code.It consists of black squares arranged in a square grid on a white background, which can be read by an imaging device and processed us
20、ing Reed-Solomon error correction until the image can be appropriately interpreted.The required data are then extracted from patterns that are present in both horizontal and vertical components of the image.A bar code is a machine-readable optical label that contains information about the item to wh
21、ich it is attached.It uses four standardized encoding modes (numeric, alphanumeric, byte/binary, and kanji) to efficiently store data.(沈超, 2015:21) It is commonly recognized that qr code is one of Bar codes, and it can simultaneously express information in both horizontal and vertical directions.As
22、a result, the qr code can store more information.Besides, it is also different from one-dimensional code which is required to be aligned with the scanner when scanning.Currently, Wechat qr code has the market value for its large number of users and automatical background operation system.2.2 Charact
23、eristics of Qr Code It is widely accepted that informatization is the trend of the times, qr code is regarded as a kind of portable data files. Its distinctive characteristics are as follows:2.2.1 Large Information Capacity In the first place, the qr code pattern can accommodate 250 1100 characters
24、per square inch.On the international general standard cards, it can hold 2729 digital characters or 1848 alphabetic characters, the equivalent of 500 Chinese characters.In the second place, the difference between one-dimension code and two-dimension code must be their information capacity.The messag
25、e expressed by one-dimension code only contains letters and numbers, and its space utilization is low.This led directly to the one dimensional codes limited data capacity.However, qr code can express more diversified information, including letters, voice, image, etc. So its information capacity is l
26、arger than that of one-dimension code.Besides, it is worth mentioning that for qr code, supporting Chinese characters can be the key to breaking into the Chinese market.2.2.2 Good Security and Anti-counterfeiting PerformanceThe qr code with the feature of multiple anti counterfeiting can adopt a var
27、iety of encryption measures for security, including password security, software encryption, or their own information, such as their fingerprints, photos. Therefore, its confidentiality is extremely strong.Qr code anti-counterfeiting technology has three advantages: first, qr code anti-counterfeiting
28、 system links to a mobile website, after scanning qr code, the customers are able to not only verify the authenticity of a commodity, but also learn some security matters such as the production process, the origin of the goods on the website.This can let the customer know products in all aspects and
29、 strengthen their confidence in product security.Second, the enterprises can show their company and product information on this platform, letting the consumers have a deeper understanding of the corporate culture while they have a comprehensive understanding of the product.To some extent, it could n
30、ot only be conducive to cultivating customer loyalty, but also complete the secondary marketing of the products.Finally, the enterprises can make use of its anti-counterfeiting code, setting effective times of scanning.This technique raises the difficulty of copying the anti-counterfeiting code, eff
31、ectively eliminating the possibility of copying.2.2.3 Strong Correction Capability In terms of error correction, qr code uses an advanced error correction technique. Even if for some reason, the image is damaged in part sully, punch, breakage. As long as the impaired area is no larger than 50%, the
32、information still can be recovered and read.2.2.4 Low CostSome printing devices, for example, the laser printer, ink jet printer,dot matrix printer and so on, are used to print the qr code on paper, plastic, PVC easily, even on the surface of metal. Duringtheproductionprocess, the only expense is th
33、e cost of ink. That is why it could be called “zero cost” technology.2.2.5 Wide Range of ApplicationWith the rapid development of mobile Internet and the popularity of mobile terminals, people pay more attention to their experience and the information interaction, sharing.Because (加of) the fact that
34、 qr code application is no longer limited by time, space and hardware devices, it is widely used in product quality traceability, logistics, warehousing, information acquisition, site jump, product promotion, advertising push, mobile telephone manufacturer and membership management, etc.First of all
35、, in terms of product quality traceability, timely tracking of material circulation can be realized through the qr code.Second, in terms of logistics and warehousing, qr code can be quick to respond to the logistics, information flow monitoring and efficiency.Third, in terms of information acquisiti
36、on, users can scan qr code for a variety of news and information, personal business cards, maps, WIFI password, data, etc. Fourth, in terms of website jump, users can also scan qr code to jump to the corresponding site by mobile phones. On the one hand, it is convenient for the user; on the other ha
37、nd, it brings the huge flow to the site.Fifth, in the aspect of advertising push, by scanning code, users can browse directly to video, audio, advertising.At present, many traditional media are using the qr code in the media for advertising.In addition, in terms of sales promotion, the electronic co
38、upons and draw can be done by sweeping through code; and in the member management, users can scan code for electronic member information, VIP service.2.3 Qr Code Business ModelBecause the qr code market entry threshold is not high, the majority of large companies now regard the qr code as the tool o
39、f information carrier. (Muge Klein, 2014:10) And according to their different qr code market operations, two-dimensional code business model can be divided into three categories.First of all, the giant Internet companies develop by themselves.For example, the Tencent develops its corresponding qr co
40、de applications in its own right, regarding qr code as WeChat standard tool and mobile portal.So qr code and WeChat would constitute a unified closed-loop business model, sharing the business value with WeChat.Second, qr code company is able to provide its customers with hardware and authentication,
41、 forming a business closed loop from sending code, column data to the certification, but most of consumption data flow into customer data platform, such as Shanghai Yima cooperates with Ju.Company, the main income mainly depends on service fee paid by their customers.Lastly, qr code companies would
42、provide a free platform, allowing the users to complete a series of work on qr code scanning, generation, production, and statistics, but the essence of this model is the data mining and analysis of the company.Although the qr code has been applied widely in China, compared with other countries such
43、 as Japan and South Korea, Chinas qr code marketing is still in an early stage of development.And Japans qr code mobile terminal commercial time started at least four to five years ahead of our country, and its utilization rate has reached about 70%, the highest in the world.(Hemant Bamoriya, 2014:2
44、6)2.4 Qr Code Marketing2.4.1 Concept of Qr Code Marketing Qr code marketing refers to a new marketing method which guides consumers to scan the qr code, in order to promote the relevant product information, business promotion, and motivate consumers to buy, by spreading qr code pattern. (EA Martin,
45、2008:518) The Core of Qr Code Marketing Interactive Marketing ExperienceFor most merchants and enterprises, qr code is a useful marketing tool.When using qr codes for marketing activities, the companies must take the advantages of qr code marketing, that is, creating an interactive experience which
46、is within easy reach. (S Okazaki, A Navarro, S Campo, 2013:137) Moreover, this advantage is reflected in consumers fragmentation of time, wise merchants should make full use of it. The Key to Qr Code Marketing User Experience In some ways, qr code marketing should focus on user experience, similar t
47、o promoting a new product.And this is the difference between qr code marketing and other marketing methods.Generally speaking, the traditional marketing cannot get rid of the passive state that the target audience can only receive information unilaterally. However, qr code marketing is able to break
48、 the limitation, communicating with potential customers interactively.Therefore, qr code marketing is popular among the corporates, but at the same time, it is inevitable that the propaganda is essentially the same.This requires that before making a qr code marketing, companies must experience the m
49、arketing process in the perspective of the users. The Purpose of Qr Code Marketing The Satisfaction of Needs Many marketers often mix marketing and sales concepts up, but marketing is different from sales. Marketing is born in the course of the development of the market economy. It is obvious that s
50、ale is to sell the product, but the purpose of marketing is to strive to meet the needs of consumers. As one of the network marketing, qr code marketing is also to satisfy the demands of customers, especially the customers and consumers common needs in daily life.2.4.2 Three Strategies of Qr Code Ma
51、rketing At present, qr code has become an important marketing tool in business.So, how to make the most efficient use of qr code to draw the attention of consumers?Is it feasible to simply print the qr code on a handout or show in the advertisement?Im afraid that it is not the best method of qr code
52、 marketing. And in fact, qr code marketing should pay attention to the interaction skills, making the customer interested in qr code pattern, then scanning the image actively, learning and buying the product, or even actively promoting this product.This is the true essence of qr code interactive mar
53、keting.Its strategies are as follows: Scanning IncentivesIn the time of offering qr code to consumers, enterprises should not forget to provide incentives to scan.Otherwise, it is difficult to arouse consumers interest of scanning qr code and learning products actively.As the name implies, those inc
54、entives are factors to guide consumers to scan the qr code.It refers to those things which can arouse customers interest and are in demand. The common scanning incentives include qr code design, products in demand, and the service consumers want to experience, etc. Real ReturnThose incentives for sc
55、anning qr code are the answer to this question What the consumers can get after scanning the qr code?Indeed, its purpose is to guide consumers to scan qr code.However, far from being enough, in order to further improve the probability of scanning the qr code, businessmen have to provide consumers wi
56、th some real return.And for those who want the returns, it greatly improves the qr code scanning rates. Convenient ServiceIt is obvious that qr code is a user-friendly technology. The biggest advantage of qr code marketing is that the code is able to interact with customers, so only businessmen brin
57、g more and better interactive experience to the consumers can leave customers a good impression, provide better service for them.2.4.3 Characteristics of Qr Code Marketing With the popularity of qr code in commercial marketing activities, the market acceptance of qr code has already been very high,
58、and the prospect is optimistic. The characteristics of Qr Code marketing are as follows: Conformability The emergence and rapid development of Qr Code can make up for the limitations of a single medium, it not only can help companies to realize cross-media integrated marketing, but also effectively
59、solve the problem of information dissemination, which is conducive to the spread of brand information. InteractivityThe advantages of the mobile terminal, print media and the Internet are effectively integrated by the qr code, it not only can make the users experience enhanced, but also can solve a
60、series of problems, for example, how the users interact with their consumers, and how to trade through different channels. Accuracy According to the characteristics of mobile terminals, qr code has access to a variety of media and every users record, and precise tracking, analysis.Apparently, it pro
溫馨提示
- 1. 本站所有資源如無特殊說明,都需要本地電腦安裝OFFICE2007和PDF閱讀器。圖紙軟件為CAD,CAXA,PROE,UG,SolidWorks等.壓縮文件請下載最新的WinRAR軟件解壓。
- 2. 本站的文檔不包含任何第三方提供的附件圖紙等,如果需要附件,請聯(lián)系上傳者。文件的所有權(quán)益歸上傳用戶所有。
- 3. 本站RAR壓縮包中若帶圖紙,網(wǎng)頁內(nèi)容里面會(huì)有圖紙預(yù)覽,若沒有圖紙預(yù)覽就沒有圖紙。
- 4. 未經(jīng)權(quán)益所有人同意不得將文件中的內(nèi)容挪作商業(yè)或盈利用途。
- 5. 人人文庫網(wǎng)僅提供信息存儲(chǔ)空間,僅對用戶上傳內(nèi)容的表現(xiàn)方式做保護(hù)處理,對用戶上傳分享的文檔內(nèi)容本身不做任何修改或編輯,并不能對任何下載內(nèi)容負(fù)責(zé)。
- 6. 下載文件中如有侵權(quán)或不適當(dāng)內(nèi)容,請與我們聯(lián)系,我們立即糾正。
- 7. 本站不保證下載資源的準(zhǔn)確性、安全性和完整性, 同時(shí)也不承擔(dān)用戶因使用這些下載資源對自己和他人造成任何形式的傷害或損失。
最新文檔
- 《數(shù)字信號處理-基于數(shù)值計(jì)算》課件-第2章
- 《氧化還原反應(yīng)預(yù)習(xí)》課件
- 合同備注無效最簡單三個(gè)步驟
- 投資花卉種植項(xiàng)目合同模板
- 工程施工合同實(shí)例
- 2025年涼山州貨運(yùn)從業(yè)資格證考試卷
- 2025年寧夏貨運(yùn)從業(yè)資格證考試題庫
- 2025年福建貨運(yùn)從業(yè)資格證模擬考試題答案大全
- 《氧化還原用》課件
- 《城市交通特性》課件
- 機(jī)電工程規(guī)范
- 攝影器材借還管理登記表Excel模板
- 中國風(fēng)兒童滿月紀(jì)念相冊PPT模板
- 楊柳煤礦“三量”動(dòng)態(tài)變化情況分析報(bào)告(3)
- 醫(yī)療垃圾收集辦法及流程圖
- 復(fù)古中古風(fēng)非遺之蘇繡文化介紹PPT模板
- 大氣課程設(shè)計(jì)-—袋式除塵器
- 手衛(wèi)生流程圖
- 叉車自檢報(bào)告模板(1)
- 水泥攪拌樁水灰比及漿液用量計(jì)算表(自動(dòng)計(jì)算)
- 建筑物放線驗(yàn)線技術(shù)報(bào)告
評論
0/150
提交評論