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2012年5月29日,拉卡拉发布了手机刷卡器——“考拉”。6月,中国移动与银联达成移动支付标准协议,快钱公司也启动了“一万个‘快刷’免费送”活动。这让拉卡拉创始人、董事长兼总裁孙陶然感到移动支付市场的竞争开始升温,2012年将是关键的一年。曾以“商务通”经典营销案例名扬商界的孙陶然,对于“考拉”的营销却也颇费心思:谁是“考拉”的目标用户?需求是什么?“考拉”手机刷卡器是否坚持199元设备收费,还是考虑免费发送?在Web 2.0、社交媒体、移动互联网时代,“考拉”又如何通过营销真正拉住顾客?
On May 29th, 2012, Lakara issued a mobile phone swipe card reader—“Koala”. In June, China Mobile and China UnionPay reached a mobile payment standard agreement, and Fast Money also launched a “10,000 free quick delivery” campaign. This makes Lakara’s founder, chairman and president Sun Taoran feel that the competition in the mobile payment market is beginning to heat up, and 2012 will be a crucial year. Sun Taoran, who used to be known as a “business communication” classic marketing case in the business world, is also quite concerned with the marketing of “Koala”: Who is the target user of “Koala”? What is the demand? Does the “Koala” mobile phone card reader adhere to the 199 yuan equipment charge, or is it considered to be sent free? In the era of Web 2.0, social media, and mobile Internet, how does “Kora” really pull customers through marketing?