刍议移动互联网传统零售企业营销能力的提升

Promoting the Marketing Ability of Traditional Retail Business in the Internet

面对运用现代信息技术而形成的新型商业模式的竞争,传统零售业在经营观念、人才储备、基础设施、创新精神上,都处于不利的位置。传统零售企业可以借助无线互联网技术,借鉴电子商务企业的成功经验,开展营销业务与手段的创新;开展基于LBS服务创新;通过APP占领消费者手机桌面;利用顾客碎片化时间;开设智能商店;提供移动在线客服;加大客户数据挖掘,使无线营销活动更具有针对性。

Facing the competition of new business model brought by the use of modern information technology, traditional retail business is in a disadvantageous position in terms of management ideas, talent pool, infrastructure and innovative spirit. Traditional retail business should innovate the marketing business and methods with the help of wireless Internet technology and the successful experience of e-com- merce businesses, develop LBC （Location Based Service）; occupy the desktop of mobile phones by APPs （Applications）, make use of cus- tomer fragmentation time, open smart shops, provide mobile online service, and increase customer data mining to make wireless marketing campaigns more targeted.