佛山中小企业移动营销应用研究

Study on the application of mobile marketing of Foshan SMEs

通过对佛山百家中小企业网络营销模式问卷调研,分析了企业移动营销实施现状和开展过程中存在的问题,进一步对本土企业移动营销应用的典型案例进行个案分析,结果显示:微博营销是佛山中小企业开展移动营销的首选模式:短信营销模式创新受到佛山中小企业青睐。由此提出提升移动支付安全性、搞好移动信息化基础设施建设等佛山中小企业移动营销实施的保障对策。研究结果为中小企业开展移动营销提供借鉴。

Based on the questionnaire of network marketing model of hundreds of small and medium sized enterprises in Foshan,the present implementation of mobile marketing is analyzed and the problems are summarized.In addition,the typical case of local enterprises’ application of mobile marketing is further analyzed.Results shows that micro-blog marketing is the first choice for SMEs and the innovative model of SMS-marketing is preferred by SMEs.Thus the countermeasures are put forward which can enhance mobile payment security and help the mobile information infrastructure construction etc.in order to guarantee mobile marketing implementation of SMEs in Foshan.The results may provide certain reference for the SMEs to develop mobile marketing.