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Research on Mobile Internet Marketing Mode for Small and Medium Sized Enterprises

Author: YangZuo
Tutor: ZhaoJie
School: Anhui University
Course: Marketing
Keywords: Small-and-medium-sized enterprises Mobile Internet Marketing Marketingmode
CLC: F276.3
Type: Master's thesis
Year: 2014
Downloads: 34
Quote: 0
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Abstract


In the Mobile Internet era, developing mobile Internet marketing strategies has become a research hotspot in recent years. Compared with traditional marketing strategies, mobile Internet marketing strategies involve many special features such as uniformities, interactivity, economics, real-time, and accuracy. Mobile Internet has much influence on the development of traditional and Internet marketing. It also brings to small and medium-sized enterprises with opportunities and tremendous challenges. Small and medium-sized enterprises play an important role in our country. However, because of the immaturity of current mobile Internet infrastructure, enterprises and consumers are at a very early stage of mobile Internet marketing, and few method are presented to put forward mobile Internet marketing for small and medium-sized enterprises so as to enhance their own competitiveness and provide new possibilities. As a result, it has important research significance and practical value to study the mobile Internet marketing strategies for small and medium-sized enterprise.This paper first investigates the current situations and the development of mobile Internet marketing. Based on this, we introduce some key concepts for small and medium-sized enterprises and mobile Internet marketing. According to the basic principles and models of network marketing such as4P,4C,4R, and41, combined with the mobile Internet foreign Internet marketing experience, we propose some possible strategies for the marketing strategy of small and medium sized enterprises in mobile Internet environment.On the basis of theoretical research, this paper also discusses the practical case studies of small and medium-sized enterprises of mobile Internet marketing. Through the analysis on a microblog-based tourism marketing case and a flower-sale case, we conclude some experiences and results for the implementation of mobile Internet strategies for small and medium-sized enterprises.The development of Mobile Internet marketing in China is still at a very early stage and a big gap to the future success still exists. Developing mobile Internet marketing for small and medium-sized enterprises needs better industrial chains, as well as the cooperation and aids from governments and enterprises, so that we can build a good environment for mobile Internet marketing in the rapid and healthy development of our country. This paper conducts a preliminary study on the mobile Internet marketing issue for small and medium-sized enterprises. The results provide a reference for the further development of Mobile Internet marketing of small and medium-sized enterprises in China.

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CLC: > Economic > Economic planning and management > Enterprise economy > A variety of enterprise and economic > Small and medium-sized enterprises, township enterprises
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