移动互联网时代企业的营销传播研究

On Enterprises' Marketing Communication Strategies in the Mobile Internet Era

移动互联网时代,受众可以随时随地多屏化地接触媒介信息,受众媒介使用的主动权极大增强,媒介自身的服务功能也在不断优化。在移动互联网时代,企业需改变与消费者对话的方式,更加重视客户关系的管理及员工个体价值,同时,企业还应培养具备预测能力、快速反应能力、服务意识及互联网创意思维的营销传播人才。

In the era of mobile Internet,media audiences can access media information at any time and at any place on different screens. The initiative of media audiences is greatly enhanced,and the service function of the medium is constantly being optimized. In the era of mobile Internet,enterprises need to change their interactive modes with consumers and put more emphasis on the management of the relationship with their customers and on the individual value of their employees. Meanwhile,enterprises should also cultivate marketing communication talents with predictive ability,quick response,service awareness and creative thinking of the Internet.