中小企业移动互联网营销对策研究

Mobile Internet Marketing Strategies for SMEs

近年来,移动互联网营销成为大众关注的焦点。微信和二维码技术的发展促进了中小企业移动互联网营销的发展。目前,移动互联网营销借助大数据进行精准营销,通过移动支付工具进行支付,营销的内容多元化。但中小企业移动互联网营销尚处于起步阶段,营销形式较低端,在营销的过程中还存在对移动互联网营销的内涵存在误解,缺乏营销人才,没有健全的营销效果评价体系,精准度低的问题。中小企业应重新理解内涵,培养人才,健全评价体系并开展精准营销。

In recent years, marketing via mobile internet attracts the public focus, the development of Wechat and two-dimensional code promotes the growth of mobile internet marketing for SMEs. Depending on big data, mobile internet marketing could be precision marketing with mobile payment tools and diversified marketing contents. However, the mobile internet marketing for SMEs is still in the initiation stage. Simple marketing forms, misunderstanding of mobile internet marketing, shortage of marketing talents, unsound marketing effect evaluation system and low accuracy are problems for SMEs. To cope with these problems, SMEs should master the essence of mobile internet marketing, build a talent pool, complete an evaluation system and conduct precision marketing.