移动端营销的优势、挑战与发展对策
发布时间：2018-11-09 08:27
【摘要】：随着智能手机和移动网络的发展,移动端营销已成为当前企业营销的重要方式。在此背景下,本文探讨了移动端营销的优势、面临的挑战以及发展对策。首先介绍了移动端营销的定义,总结分析移动端营销的优势,其优势主要表现在:移动端营销覆盖面广、影响力大、被接受程度高;移动端营销花较少的成本就能取得较好的效果;移动端营销比传统营销更能吸引人,而且效果显著。然后分析移动端营销面临的挑战:移动端营销竞争激烈、缺乏监管,投资反馈和回报期长,存在较为严重的安全隐患,而且市场严重饱和、营销效果欠佳。最后提出企业进行移动端营销的发展对策。
[Abstract]:With the development of smart phone and mobile network, mobile marketing has become an important way of enterprise marketing. In this context, this paper discusses the advantages of mobile marketing, challenges and development strategies. Firstly, the definition of mobile end marketing is introduced, and the advantages of mobile end marketing are summarized and analyzed. The advantages are as follows: wide coverage of mobile end marketing, great influence and high acceptance degree; Mobile end marketing can achieve better results with less cost; mobile end marketing is more attractive and more effective than traditional marketing. Then it analyzes the challenges that mobile marketing faces: fierce competition, lack of supervision, long period of investment feedback and return, serious security hidden danger, serious saturation of market and poor marketing effect. At last, the paper puts forward the development countermeasures of mobile-end marketing.
【作者单位】： 淮安信息职业技术学院商学院;
【基金】：淮安市科技计划项目(HAN2015035-4) 江苏省科技计划项目(BY2015053-01)
【分类号】：F274
本文编号：2319883
[Abstract]:With the development of smart phone and mobile network, mobile marketing has become an important way of enterprise marketing. In this context, this paper discusses the advantages of mobile marketing, challenges and development strategies. Firstly, the definition of mobile end marketing is introduced, and the advantages of mobile end marketing are summarized and analyzed. The advantages are as follows: wide coverage of mobile end marketing, great influence and high acceptance degree; Mobile end marketing can achieve better results with less cost; mobile end marketing is more attractive and more effective than traditional marketing. Then it analyzes the challenges that mobile marketing faces: fierce competition, lack of supervision, long period of investment feedback and return, serious security hidden danger, serious saturation of market and poor marketing effect. At last, the paper puts forward the development countermeasures of mobile-end marketing.
【作者单位】： 淮安信息职业技术学院商学院;
【基金】：淮安市科技计划项目(HAN2015035-4) 江苏省科技计划项目(BY2015053-01)
【分类号】：F274
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