移动互联网背景下市场营销策略创新性研究

Research on Marketing Strategy Innovation under the Background of Mobile Internet

移动互联网的快速发展导致了市场营销宏观环境和微观环境因素的变化,新的市场环境促使得企业营销行为发生变化,主要包括企业调研渠道、广告投放渠道和广告形式等变化,以及出现了新的商业模式。针对移动互联网的特征及发展趋势,企业需要转变市场营销理念,并从以下四个实务层面进行市场营销策略创新:产品设计突出个性化消费体验;设计体验模型,优化顾客感受体验;更好地吸引移动终端用户群和完善内容营销。

The rapid development of the mobile Internet has led to changes in the macro and micro environmental factors of marketing. The new market environment has brought about changes in the marketing behaviors of companies, including changes in the research channels, advertising distribution channels, advertising formats, and the creation of new business models. In response to the characteristics and development trend of the mobile Internet, companies need to transfbrm their marketing concepts and innovate their marketing strategies at the following four levels： highlight personalized consumer experience in product design; design experience models to optimize customer experience; attract mobile terminal users; and improve content marketing.