基于移动互联网背景的商业模式探究  

Discussion on Business Model Based on the Condition of Mobile Internet

作　　者：汪章 魏华飞[1] WANG Zhang;WEI Huafei(School of Business of Anhui University, Hefei 230601, China)

机构地区：[1]安徽大学商学院,安徽合肥230601

出　　处：《洛阳理工学院学报（社会科学版）》2020年第2期43-47,共5页Journal of Luoyang Institute of Science and Technology：Social Science Edition

基　　金：安徽高校人文社会科学研究项目“双元领导影响知识型员工创新行为的情感管理机制研究”(编号:SK2019A0036)的阶段性成果.

摘　　要：移动互联网给传统商业模式带来巨大冲击,以创造用户价值、满足用户个性化需求为特征的定制化营销商业模式逐渐为大多数现代企业所采纳。探讨传统商业模式各要素与定制化营销间的内在逻辑,指出定制化营销的商业本质、移动互联网背景下定制化营销商业模式较互联网情境的差异,并在此基础上分析移动互联网背景下定制化营销商业模式的发展趋势及现实启示,以期为现代企业设计与发展定制化营销商业模式提供现实指导。The mobile internet has brought tremendous impact on the traditional business models by the way of customized marketing business model of creating users′value and meeting their individual needs,which have been gradually adopted by most modern enterprises.This paper explores the internal logic between the various elements of traditional business model and customized marketing,and points out the commercial essence of the customized marketing,the difference between customized marketing business model and internet context in the context of mobile internet,on the foundation of which the paper analyzes the development trend and practical enlightenment of customized marketing business model grounded on the mobile internet with the expectation of providing practical guidance for modern enterprise design and development of customized marketing business model.

关 键 词：移动互联网 定制化营销 商业模式 

分 类 号：F270[经济管理—企业管理]