移动互联网时代企业市场营销策略转型探究  

Research on the transformation of enterprise marketing strategies in the mobile Internet era

作　　者：张润志 Zhang Runzhi(College of Economics and Management,Tarim University,Alar,Xinjiang,843300)

机构地区：[1]塔里木大学经济与管理学院,新疆阿拉尔843300

出　　处：《市场周刊》2024年第24期84-87,共4页Market Weekly

摘　　要：传统的营销方式面临诸多局限性,包括广告效果递减、用户注意力分散、与目标受众沟通存在障碍等。为了适应新环境,企业必须转向以移动设备和数据驱动为核心的新兴营销策略。因此,文章探讨了企业在移动互联网时代如何利用社交媒体平台与用户互动,设计科学的主导产品及组合产品,提升用户消费水平和品牌影响力,为企业提供了一套系统的营销策略转型路径,以实现更高效的市场拓展和用户满意度。Traditional marketing methods face many limitations,including diminishing advertising effectiveness,user distraction and communication barriers with target audiences.In order to adapt to the new environment,enterprises must shift towards emerging marketing strategies centered around mobile devices and data-driven approaches.Therefore,this paper discusses how enterprises can use social media platforms to interact with users in the mobile Internet era,design scientific leading products and portfolio products,improve user consumption level and brand influence,provide a set of systematic marketing strategy transformation paths for enterprises to achieve more efficient market expansion and user satisfaction.

关 键 词：移动时代 互联网 企业市场 营销转型 

分 类 号：F270.7[经济管理—企业管理]