移动互联网环境下OTO营销模式再造研究

A Study on the Reconstruction of OTO Marketing in the Context of Mobile Internet

移动互联网的发展,带来了深刻的商业变革和营销组合变化,OTO营销模式成为了新选择。流量思维、入口思维、场景互通思维等是每个企业要思考的核心命题。企业选择OTO模式,不仅是效率和成本因素,重点是重塑和应用各种思维关系。

The OTO marketing mode has become a new option for companies among those profound changes occurring to commerce and marketing mix brought forth by the development of mobile internet. This determines that all the companies have to focus on ways of thinking centering on flow,access and contextual intercommunication,etc. For a company which has selected the OTO marketing,more attention should be paid to reshaping and applying these ways of thinking besides taking factors of efficiency and cost into consideration.