摘要
手机等移动媒体的普及和无线3G的导入,提高了人们对于移动网络的利用率,兴起了"即时沟通"、"即时消费"和"即时兴乐"的移动一族。本文聚焦于移动群体的价值观与移动网络态度、移动网络应用之间的关联性。通过对于在校大学生的调查分析,确认了"价值观-移动网络态度-移动网络应用"之间的内在关联性以及关联机制,这能够为移动营销的消费者分析、广告投放和品牌定位提供战略导向。
The popularity of mobile phones and other mobile media,introduction of 3G wireless,increased consumer usage rate for mobile network,rising mobile family what they are instant joyful,instant communication and instant consumption.This article focuses on Relations between values and mobile networks attitude,mobile networks applications of mobile groups.Through investigation and analysis to college students,confirmed that the values-the mobile networks attitude-the mobile web applications have intrinsic relationship and have correlation mechanism,which can provide strategic guidance for consumer analysis,advertising and brand positioning in mobile marketing.
出处
《电信科学》
北大核心
2011年第1期66-75,共10页
Telecommunications Science
基金
浙江省社科联课题(No.2009N20)
关键词
移动网络
移动媒体
移动消费者
移动营销
mobile network
removable media
removable consumer
mobile marketing
