基于移动互联网的企业营销策略研究

发布时间：2018-02-27 09:26

本文关键词： 移动互联网消费者行为营销战略　出处：《中国海洋大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着移动互联网用户规模不断的扩大以及我国智能移动设备的出货量屡创新高,生活办公移动化成为大势所趋。移动互联网在企业营销中的应用也逐渐被商家发现和利用。移动设备可以说与消费者“日夜相伴”。无论是在交通工具上,在马路上还是在餐厅里,很容易发现一批又一批的“低头族”。在网络技术和终端设备日臻完善的今天,人与设备实现了实时对接。因此,数据的传送和接收实现了实时性。此外,移动设备的移动性决定了移动互联网营销的随时、随地、随身性。全新的营销体验显然更适合如今消费者为中心的市场时代背景。移动互联网时代已经悄然而至,因此,企业如何利用适当的营销策略在新的营销环境下站稳脚跟也就变得尤为重要。消费者对移动互联网的应用,完全出自对自身生活要求和价值的满足。研究从移动互联网的内涵和特点入手,因为一切决策都是有迹可循的,不同的载体个性和营销环境特点会有不一样的策略实施,当然会取得完全不同的效果。基于与PC端各个方面的比较,以移动设备的移动性衍伸出移动互联网的其他特点。加之,对消费者消费行为的理论研究,分析出在移动互联网的环境背景下,消费者消费决策的过程以及影响因素,这给文章的研究提供了理论基础。根据波特的五力模型对移动互联网企业的营销竞争环境进行分析之后提出了移动互联网时代未来的发展展望。企业的营销策略最终面向的主体仍然是消费者。论文通过对消费者生活习惯和消费习惯变化的研究,分别针对生活习惯变化和消费习惯的变化提出营销策略。消费者购买行为从A (Attention)引起注意开始、经过I (Interest)兴趣、S (Search)搜索、进而形成行动意向A (Action)、购后根据对产品和服务的主观感受对品牌进行S (Share)分享。利用AISAS理论对消费者购买过程和决策进行研究。企业从购买过程的任意一个环节都能够有效地进行营销。基于移动互联网对企业营销策略的研究,并不是放之四海而皆准的策略。要明确适合在新媒体环境下进行新营销的企业和适当的营销策略。最后,将碎片化、整合化、精准化、个性化的特点应用到营销策略决策中；将大数据营销、体验营销、位置营销和O2O营销与特点相结合。提出基于碎片化的媒体整合营销、基于位置的O2O营销以及基于精准定向的个性化营销策略。策略与特点之间相辅相成,互相渗透。在以顾客为中心的新营销时代,单一的营销方式无法满足时下的消费者,所以,任何一个策略并不是单独存在的,都是组合发挥营销作用。希望通过对消费者行为的分析,对企业在移动互联网背景下的营销战略决策有所帮助。同时,由于知识水平和客观条件的局限,研究不可避免地存在一些问题,这将在未来的进一步研究中不断改进。
[Abstract]:As the size of mobile Internet users continues to expand and the number of smart mobile devices shipped in China has reached new highs, The application of mobile Internet in enterprise marketing is gradually discovered and used by merchants. Mobile devices can be said to be accompanied by consumers day and night. In the street or in the restaurant, it is easy to find batch after batch of "Phubber". Today, when network technology and terminal equipment are becoming more and more perfect, people and equipment have realized real-time docking. In addition, the mobility of mobile devices determines the mobile Internet marketing at any time, anywhere, Carry-on. The brand new marketing experience is obviously better suited to the background of today's consumer-centric market era. The era of mobile Internet has come quietly, so, How to use appropriate marketing strategies to establish a firm foothold in the new marketing environment becomes particularly important. The research starts with the connotation and characteristics of the mobile Internet, because all decisions can be followed, different carrier personality and marketing environment characteristics will be implemented differently. Of course, the effect will be completely different. Based on the comparison with all aspects of the PC, the mobile devices extend the other characteristics of the mobile Internet. In addition, the theoretical research on consumer behavior. Under the environment background of mobile Internet, the process of consumer consumption decision and the influencing factors are analyzed. This provides a theoretical basis for the study of the article. According to Porter's five-force model, this paper analyzes the marketing competition environment of mobile Internet enterprises and puts forward the prospect of the future development of the mobile Internet era. The marketing strategies of enterprises are put forward. In the end, the main body is still the consumer. Through the study of the change of consumer's living habits and consumption habits, Marketing strategies are put forward for the change of living habits and consumption habits, respectively. Consumers' purchasing behavior starts with the attention of A / A / T / T, and is searched by interest / search / search by I / I / interest / interest / interest / interest / interest / search / search / search / search / search search, respectively. Then the action intention is formed and the brand is shared according to the subjective feeling of the product and service after purchase. The AISAS theory is used to study the purchasing process and decision of the consumer. The enterprise starts from any part of the purchase process. Based on the research of mobile internet marketing strategy, It is not a one-size-fits-all strategy. It is necessary to identify the enterprises and appropriate marketing strategies suitable for the new media environment. Finally, the characteristics of fragmentation, integration, precision and personalization should be applied to the marketing strategy decision. Combining big data marketing, experience marketing, location marketing and O2O marketing with characteristics. Location-based O2O marketing and individualized marketing strategy based on precise orientation. The strategy and characteristics complement each other and permeate each other. In the new era of customer-centered marketing, a single marketing method can not meet the needs of consumers, so, Any strategy does not exist alone, it is a combination to play a marketing role. Through the analysis of consumer behavior, it is hoped that it will help enterprises to make marketing strategic decisions in the context of the mobile Internet. At the same time, Due to the limitation of knowledge level and objective conditions, some problems inevitably exist in the study, which will be improved continuously in the future.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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