移动互联网环境下营销转型决策模式研究  

A Research on Decision Pattern of Marketing Transformation in the Mobile Internet Environment

作　　者：唐晓婷[1] 孟丽[2] 倪良新[1] 

机构地区：[1]安徽行政学院经济学教研部,安徽合肥230059 [2]安徽行政学院国际教育系,安徽合肥230059

出　　处：《华东经济管理》2015年第12期139-143,共5页East China Economic Management

基　　金：国家社会科学基金青年项目(13CGL017);国家自然科学基金青年项目(71202046);安徽省社会科学规划课题(AHSKY2014D17);安徽省社会科学创新发展研究课题(A2015019)

摘　　要：基于互联网+的O2O模式联动视角,文章构建了一种移动互联网环境下营销转型决策模型,注重客户需求和感知,替代了以竞争为中心的营销决策模式,通过中小通信企业有效资源的综合运用,提升企业的高度一体化营销决策能力。最后,借助某通信企业的终端营销案例分析,进一步验证了该营销转型决策模式的实用性与创新性。The paper, based on the interactive perspective of online to offline mode in internet＋ environment, focuses on building a marketing transformation decision model in the mobile internet environment, emphasizing customer needs and per- ception, replacing competition-centered marketing decision-making model, improving enterprises＇ highly integrated mar- keting decision-making ability through comprehensive application of efficient resources of small and medium-sized communi- cation enterprises. Finally, the paper further validates the practicality and novelty of the marketing transformation decision model by a case study of terminal marketing of a communication enterprise.

关 键 词：营销决策 移动互联网 营销代理 模式 

分 类 号：F274[经济管理—企业管理]