基于移动电子商务技术与平台的互动营销模型

Interactive Marketing Model Based on the Mobile E - business Technology and Platform

从分析移动电子商务的相关技术以及平台出发,得出在移动电子商务环境下互动营销的价值链,并根据其中的价值主体构建基于移动电子商务技术与平台的互动营销模型,指出在互动营销过程中,除了主角企业与消费者之间的互动之外,还包括价值链中各个主体之间的互动。

After analyzing the related technology and platform of the mobile e-business ,the value chain of interactive marketing under the environment of mobile e-business is obtained, then the interactive marketing model is established based on the technology and platform of mobile e-business according to the value subjects, and finally It is pointed out that in addition to the leading role of the interaction between enterprises and consumers, the val? ue chain of the interaction between each main body should be included in the process of interactive marketing.