交友軟體-OMI配對交友與約會，一次到位

Abstract

20世紀末至21世紀之初，資訊科技發展如火如荼，隨著世紀交替物換星移，科技進步改換了世界的運轉機制，也為人與人之間的交流帶來新的渠道，尤其誕生於網路科技如日方升之時的Y世代與Z世代，自幼就接受新興科技的薰陶，可說是沐浴在網路科技中成長；隨後智慧型手機、行動網路日漸普及，藉由行動裝置與行動網路兩相結合又帶來一波更強勁的資訊化改革。 與此同時，經濟與社會快速發展帶來的都市化又越發深化網路交友需求。從最初的交友網站、網路聊天室到時下主流的交友APP，網路交友管道越發多元，「寂寞經濟」一詞儼然成為時下顯學，基於需求強勁，交友軟體紛紛推出五花八門的策略，無不希望能在這片市場分得一杯羹。其中「OMI」的行銷廣告在近半年鋪天蓋地席捲社群網路媒體，然使我們留下印象的卻只是OMI廣告的粗糙手法，出於好奇搜索後我們認為OMI確實是具有差異性的社交軟體，令人扼腕其在行銷廣告中無法確實向消費者傳遞，是故我們欲透過這次機會展現OMI的特色，並打造一支得以引起消費者共鳴的行銷廣告。 我們利用問卷調查，做了關於其廣告觀感之問卷調查，並藉由問卷分析結果製作新廣告，以此驗證我們對Omi廣告看法。 研究發現OMI交友軟體雖具有潛力，但目前的行銷策略未能有效傳遞其特色，並未能贏得觀眾的好評。這項研究為改進OMI廣告提供了有價值的洞察，以提高其在競爭激烈的交友應用程式市場中的競爭力。

From the end of the 20th century to the beginning of the 21st century, the development of information technology was in full swing. With the turn of the century, technological progress changed the operating mechanism of the world and brought new channels for communication between people, especially when Internet technology was born. Generations Y and Z at Fang Sheng’s time have been influenced by emerging technologies since childhood. It can be said that they grew up bathed in Internet technology. Later, smart phones and mobile networks became increasingly popular. Through mobile devices and mobile networks, The combination of the two has brought about a stronger wave of information reform. At the same time, urbanization brought about by rapid economic and social development has further deepened the demand for online dating. From the original dating websites and online chat rooms to the current mainstream dating apps, online dating channels have become more and more diversified. The term "loneliness economy" has become a prominent topic nowadays. Based on strong demand, dating software has launched a variety of strategies, all hoping that Can get a share of this market. Among them, the marketing advertisements of "OMI" have swept through social network media in the past six months. However, what impressed us was only the rough tactics of OMI advertisements. After searching out of curiosity, we believed that OMI is indeed a differentiated social software. It is a pity that this cannot be truly conveyed to consumers in marketing advertisements, so we want to use this opportunity to showcase the characteristics of OMI and create a marketing advertisement that can resonate with consumers. We used a questionnaire survey to conduct a questionnaire about our impressions of its advertising, and used the questionnaire analysis results to create new advertisements to verify our views on Omi's advertising. The study found that although OMI dating software has potential, the current marketing strategy fails to effectively convey its features and fails to win praise from the audience. This research provides valuable insights into improving OMI advertising to increase its competitiveness in the highly competitive dating app market.