移动互联网背景下企业市场营销的创新研究  

Research on Innovation of Market Promotion under the Background of Mobile Internet

作　　者：胡培[1] 唐甜甜 HU Pei;TANG Tian - tian(School of Economics and Management, Southwest Jiaotong University, Chengdu 610031, China)

机构地区：[1]西南交通大学经济管理学院,成都610031

出　　处：《理论探讨》2018年第4期99-105,共7页Theoretical Investigation

基　　金：国家自然科学基金重大项目"网络环境下服务参与者行为和服务策略研究"(71090402)阶段性成果

摘　　要：在对移动互联网背景下企业营销模式及其媒介特性和优缺点进行分析的基础上,对企业营销的创新路径和保障措施进行系统探讨。在移动互联网背景下,企业的营销传播模式具有主体中心化、媒介非竞争化、内容重眼球化、对象趋精准化和效应非线性化的特征,同时也存在企业对于移动互联网营销的认识和定位不清晰、执行和管理不到位以及媒介和手段应用不系统等问题。由于不同的营销媒介的特性及其优缺点具有较大的互补性,在移动互联网背景下企业的市场营销必须遵循"互联"的路径,即在市场拓展阶段采取"开放式社交平台+搜索引擎"的互联策略,在品牌建设阶段采取"开放式社交平台+视频娱乐"的互联策略,在客户维护阶段采取"封闭式社交平台+开放式社交平台"的互联策略,从而形成移动互联网背景下企业营销的创新路径。This paper explores the innovation path and acceleration measure of market promotion on the basis of the marketing mode and media properties as well as their lengths and drawbacks. It is found that under the background of mobile internet, the marketing mode has the property of main - body - decentralization, media - non - competition, content - attention - attraction, object - tending - precision and effect - non - linear. Meanwhile, there still exists the problems of unclear location, unfulfilled management and un- systematic use. What＇ s more, the properties as well as the medias＇ strengths and drawbacks are complementary, so firms＇ market promotion must follow the path of interconnection. On concrete, at the stage of market development, the market promotion should obey the interconnection of ＂open social platform ＋ search engine＂. While at the stage of brand - building, the market promotion should a- bide by the interconnection of ＂open social platform ＋ video entertainment ＂. And at the stage of customer keeping, the market promotion should take the interconnection of ＂closed social platform ＋ open social platform＂ .

关 键 词：移动互联网 市场营销 创新路径 

分 类 号：F713[经济管理—产业经济]