Market positioning factors of APP services

Abstract

In the environment with rapid changing, the digital content of cultural and creative industries plays a unique and essential role in intercultural communication and become the key to promote economy and life quality. This study uses analytic network process method to analyse the content developer of APP services sector, and tries to find the major market positioning factors of APP services. The structure of this research follows the five dimensions and 17 factors mapped with the critical factors of the digital content industry. The questionnaire with the reliability be answered by the experts in the semi-structured way. The results show that educating personnel in digital content industry should focus on technology development and creativity. The key factors in digital content industry are creativity, education of personnel and development of platform, and development of APP, among which the major market positioning is for the entertainment products.