移动互联背景下营销创新研究.docVIP

PAGE PAGE 33 移动互联背景下营销创新研究——模式与策略选择 摘要：我国移动互联网用户正以每年约20%的速度迅猛增长，移动互联网和传统行业融合，催生出了新的商业模式，也促使企业不断进行营销创新以适应这一发展变化。本文对近年来关于移动互联时代下营销创新的相关学术理论进行归纳整理，在此基础上着重研究移动互联背景下的营销模式与营销策略的创新。 为了更好地研究营销模式与营销策略的创新，本文首先对我国互联发展阶段和移动互联网的概念及特征进行鉴定，梳理了国内外对于营销模式与营销策略创新的相关文献，其次透过对营销环境的变化与商业模式变革的分析得出营销模式与相应的营销策略的创新，最后以小米公司作为典型案例进行深入分析。 通过分析本文得出了以下两方面的结论：一是移动互联背景下营销模式的创新主要体现在社会互动提升顾客感知价值、顾客分化为“客户”和“用户”，企业利润来源发生变化、用户与企业共创价值；二是营销策略的创新主要体现在产品拥有更高的用户反馈性与定制化，“免费”成了定价趋势，分销渠道趋于弱化和扁平化，促销形式更加电子化。研究移动互联时代下营销创新有助于我们深刻了解移动互联时代营销方式的转变，为进一步探讨企业经营战略的转变做铺垫。 关键词：移动互联营销创新营销模式营销策略 Research on Marketing Innovation under the Background of Mobile Internet --the Selection of Model and Strategy Abstract: The number of Chinese mobile Internet users are going up by around 20% a year. Integration of mobile Internet and traditional industry designed new business models. Marketing innovation is urgent at the same time to raise the core competencies of the business enterprise. In this paper, academic researches in recent years on marketing innovation under the background of mobile Internet are organized and then the paper focuses on the innovation of marketing mode and marketing strategy. Firstly by reading literature, the paper gives definition to the concept of Internet development stage and mobile Internet. Then based on the analysis of marketing environment changes and business mode innovation, the paper concludes some features of the innovation of marketing mode and marketing strategy. Finally, the paper selects the Xiaomi company as a case to carry out further analysis. The paper arrives at conclusions in two ways. On the one hand, the innovation of marketing mode under the background of mobile Internet includes three aspects: social interactions adds customer perceived value, customers bifurcate “buyers” and “users”, the source of profits have changed, the users and enterprise creat value together. On the other hand, the innovation of marketing strategy also includes four aspects: products have higher user respo