移动电子商务市场细分的问题与对策研究

Research on Problems and Countermeasures of Mobile E-commerce Market Segmentation

移动电子商务环境下,市场发生了许多新变化,传统市场细分方式不再完全适应移动电商市场。精准的市场细分是企业获得成功的关键因素之一,所以急需找到适合移动电商市场的细分方式。文章分析了移动电子商务发展现状,结合市场细分理论知识探讨了现阶段移动电商市场细分存在的问题,并就相关问题的解决对策进行了思考,以期为移动电商市场进行精准细分提供参考。

In the mobile e-commerce environment, many new changes have taken place in the market, and traditional market segmentation methods are no longer fully adapted to the mobile e-commerce market. Precise market segmentation is one of the key factors for the success of enterprises, so it is urgent to find a segmentation method suitable for the mobile e-commerce market. This article analyzes the development status of mobile e-commerce, discusses the current problems of mobile e-commerce market segmentation based on the theoretical knowledge of market segmentation, and considers solutions to related problems,with a view to precise segmentation of the mobile e-commerce market for reference.