3G时代企业无线营销模式研究
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摘要
媒介传递的信息内容上可能一样,但是如果形式上不一样,那么传播的效果也将不一样,受众的传播体验也会完全不同,媒介的形式决定着信息的解读方式。在媒体上刊登广告,是现代企业提高企业知名度,进行企业营销的首选,因此对于企业来说赢得媒体就等于赢得了营销的先机。科技不断的发展,使得媒体从纸质的印刷品时代,发展到广播、电视、互联网,而后一种更为便捷,极具个性化的媒体产生了—手机。媒介的选择也就是战略的选择,手机的普及,为广大商家打开了一扇通往盈利的大门。手机媒体的出现,使得人类利用信息更为快捷,只要掏出手机,就可以连接互联网,进行各类信息活动。而不需要如以前一样看电视、用电脑上网那样在定点接收。用户只需要有一部手机,不论走到哪里信息就跟着用户跑到哪里。
随着手机的普及,利用手机进行无线互联网活动的用户数目日益增加,企业可以利用手机个性化、私密化的特点,获取对他们而言最为重要的客户资源信息。根据工业和信息化部发布的9月份通信业运行数据显示,全国移动手机用户总数截至2010年9月底,已达到了8.3亿户,充分说明了目前移动通信已经成为了人们衣食住行的重要组成部分,相对报纸、广播、电视和网络而言,通过手机投放广告、推广产品和企业,用户所获得信息的机率、准确率更高。同时企业付出的成本也相对更为低廉,且为他们带来的收益也更直接、更快捷。随着手机技术的更新,手机便于携带,随时随地能获取信息的商业价值已经为越来越多的企业所重视。如何利用手机实现企业的价值,进行有效的企业营销,已经是越来越多的企业所考虑的问题。
B2B、B2C、C2C的电子商务模式已经在互联网上取得了很大的成功,这种模式正在逐步的被人移用到手机上来。在将来,手机不仅仅是一种通讯工具,而且还将是掌上电脑,移动消费的便利性将更为迅速的显示出来。手机媒体在企业营销方面可以发挥其互动性、随身性的优势,与其他媒体整合营销,扬长避短的同时充分拓展其媒体优势,吸引更多的人入到无线营销这一领域中来。
本论文一共分为六章,第一章主要介绍了无线营销的研究背景、现状,研究的意义和目的以及整篇论文的研究方法和研究内容。第二章分析了企业利用手机进行营销的可行性分析,包括媒介走向分析和利用手机营销的优势。第三章主要进行无线平台下企业营销的研究,包括无线营销市场现状分析,无线营销创造的企业价值链分析,企业利用手机进行无线营销的现状分析以及手机营销空间分析。第四章对问卷调查进行分析,研究用户对于无线营销的态度。第五章主要是对利用手机进行企业无线营销的所采用的模式进行分析,包括无线营销的商业模式,无线营销的盈利模式以及无线营销的定位和策略。第六章予以总结。
The message the media content may be the same, but if not the same form, then the effect will not spread as the spread of the audience will experience completely different form of media determines the information interpretation. Advertisements in the media, is a modern enterprises to improve their visibility, the first choice for corporate marketing,(?)o for enterprises to win the media is tantamount to winning the marketing opportunities. Technology continues to develop, making the print media from the paper era, the development of radio, television, the Internet, then a more convenient, highly personalized media created-the phone. The choice of media is the strategic choice, the popularity of mobile phones, for the majority of businesses opened a door leading to profitability. The emergence of mobile media, making the human use of information more efficient, as long as pulling out the phone to connect to the Internet, for various information activities. Without the need to watch TV as before, with computer access, as in the fixed-point reception. Users only need to have cell phones, wherever they go where the user information to follow.
With the popularity of mobile phones, wireless Internet using mobile phone users increasing number of activities, as of the first half of 2007, the national mobile phone users over 515 million, the number of mobile phone users has reached 44.3 million, compared to 2.6 in 2006 turned times. With period, the total number of netizens in China mainland 162 million, amounting to 122 million broadband Internet users. Clearly and simply using a mobile phone personalization, privacy-oriented features, the most important for them to get the customer resource information. Relative to newspapers, radio, television and networks, through mobile advertising, promotional products and businesses, the probability of the user access to information, accuracy is higher. At the same time the cost to business is also relatively cheaper and the benefits of their more direct and more efficient. With the mobile phone technology updates, easy to carry mobile phones, anytime, anywhere access to information of commercial value can be more and more enterprises have been paying attention. How to achieve business value of using mobile phones, effective marketing, is already a growing number of companies to consider.
BZB, BZC, CZC e-business model has made the Internet a great success, this model is gradually being diverted to the phone up. In the future, mobile is not just a communication tool, but also a Pocket PC, the convenience of mobile consumer will be more quickly displayed. Mobile media can play in corporate marketing its interactive, portable nature of the advantages of integrated marketing and other media to advantage, while the full development of their media advantage and attract more people into the wireless market in this field of study.
This paper-divided into six chapters, the first chapter introduces the research background of mobile marketing, status, significance and purpose of the study and the research methods and the whole thesis research. The second chapter analyzes the use of mobile phone marketing, business feasibility analysis, including analysis and use of media to the advantage of mobile marketing. Chapter III wireless platform marketing research, including the marketing of mobile marketing, mobile marketing and create enterprise value chain analysis, business use of mobile wireless marketing and mobile marketing space Situation Analysis. Chapter IV analyzes the survey to study the attitude of users for mobile marketing. Fifth chapter is the use of mobile marketing mobile phone business model used in the analysis, including the business models of mobile marketing, mobile marketing and wireless marketing profit model positioning and strategy. Chapter VI to be summarized.
随着手机的普及,利用手机进行无线互联网活动的用户数目日益增加,企业可以利用手机个性化、私密化的特点,获取对他们而言最为重要的客户资源信息。根据工业和信息化部发布的9月份通信业运行数据显示,全国移动手机用户总数截至2010年9月底,已达到了8.3亿户,充分说明了目前移动通信已经成为了人们衣食住行的重要组成部分,相对报纸、广播、电视和网络而言,通过手机投放广告、推广产品和企业,用户所获得信息的机率、准确率更高。同时企业付出的成本也相对更为低廉,且为他们带来的收益也更直接、更快捷。随着手机技术的更新,手机便于携带,随时随地能获取信息的商业价值已经为越来越多的企业所重视。如何利用手机实现企业的价值,进行有效的企业营销,已经是越来越多的企业所考虑的问题。
B2B、B2C、C2C的电子商务模式已经在互联网上取得了很大的成功,这种模式正在逐步的被人移用到手机上来。在将来,手机不仅仅是一种通讯工具,而且还将是掌上电脑,移动消费的便利性将更为迅速的显示出来。手机媒体在企业营销方面可以发挥其互动性、随身性的优势,与其他媒体整合营销,扬长避短的同时充分拓展其媒体优势,吸引更多的人入到无线营销这一领域中来。
本论文一共分为六章,第一章主要介绍了无线营销的研究背景、现状,研究的意义和目的以及整篇论文的研究方法和研究内容。第二章分析了企业利用手机进行营销的可行性分析,包括媒介走向分析和利用手机营销的优势。第三章主要进行无线平台下企业营销的研究,包括无线营销市场现状分析,无线营销创造的企业价值链分析,企业利用手机进行无线营销的现状分析以及手机营销空间分析。第四章对问卷调查进行分析,研究用户对于无线营销的态度。第五章主要是对利用手机进行企业无线营销的所采用的模式进行分析,包括无线营销的商业模式,无线营销的盈利模式以及无线营销的定位和策略。第六章予以总结。
The message the media content may be the same, but if not the same form, then the effect will not spread as the spread of the audience will experience completely different form of media determines the information interpretation. Advertisements in the media, is a modern enterprises to improve their visibility, the first choice for corporate marketing,(?)o for enterprises to win the media is tantamount to winning the marketing opportunities. Technology continues to develop, making the print media from the paper era, the development of radio, television, the Internet, then a more convenient, highly personalized media created-the phone. The choice of media is the strategic choice, the popularity of mobile phones, for the majority of businesses opened a door leading to profitability. The emergence of mobile media, making the human use of information more efficient, as long as pulling out the phone to connect to the Internet, for various information activities. Without the need to watch TV as before, with computer access, as in the fixed-point reception. Users only need to have cell phones, wherever they go where the user information to follow.
With the popularity of mobile phones, wireless Internet using mobile phone users increasing number of activities, as of the first half of 2007, the national mobile phone users over 515 million, the number of mobile phone users has reached 44.3 million, compared to 2.6 in 2006 turned times. With period, the total number of netizens in China mainland 162 million, amounting to 122 million broadband Internet users. Clearly and simply using a mobile phone personalization, privacy-oriented features, the most important for them to get the customer resource information. Relative to newspapers, radio, television and networks, through mobile advertising, promotional products and businesses, the probability of the user access to information, accuracy is higher. At the same time the cost to business is also relatively cheaper and the benefits of their more direct and more efficient. With the mobile phone technology updates, easy to carry mobile phones, anytime, anywhere access to information of commercial value can be more and more enterprises have been paying attention. How to achieve business value of using mobile phones, effective marketing, is already a growing number of companies to consider.
BZB, BZC, CZC e-business model has made the Internet a great success, this model is gradually being diverted to the phone up. In the future, mobile is not just a communication tool, but also a Pocket PC, the convenience of mobile consumer will be more quickly displayed. Mobile media can play in corporate marketing its interactive, portable nature of the advantages of integrated marketing and other media to advantage, while the full development of their media advantage and attract more people into the wireless market in this field of study.
This paper-divided into six chapters, the first chapter introduces the research background of mobile marketing, status, significance and purpose of the study and the research methods and the whole thesis research. The second chapter analyzes the use of mobile phone marketing, business feasibility analysis, including analysis and use of media to the advantage of mobile marketing. Chapter III wireless platform marketing research, including the marketing of mobile marketing, mobile marketing and create enterprise value chain analysis, business use of mobile wireless marketing and mobile marketing space Situation Analysis. Chapter IV analyzes the survey to study the attitude of users for mobile marketing. Fifth chapter is the use of mobile marketing mobile phone business model used in the analysis, including the business models of mobile marketing, mobile marketing and wireless marketing profit model positioning and strategy. Chapter VI to be summarized.
引文
[1]李维.空中传媒：引手机上网评选大潮[J].通信世界,2006,(02)
[2]黄燕.街头享受“信息快餐”[J].互联网周刊,2002,(31)
[3]木村淳哉,高甜. “二元条形码”技术推动下的手机媒体——兼谈日本手机广告对中国市场的借鉴意义[J].新闻记者,2006,(07)
[4]王继晟. “短信经济”用拇指抱金娃娃[J].现代营销(信息版),2006,(03)
[5]科海.俺想在每个村都装上一个智能信息终端![J].经纪人,2004,(06)
[6]范向琪.关联个人信息终端[J].每周电脑报,2004,(02)
[7]佟风.探路3G增值服务敏感期手机广告试水运营模式[J].IT时代周刊,2006,(08)
[8]佟风,黄勇.手机媒体化打造电信产业链新格局[J].IT时代周刊,2004,(24)
[9]“无线唱游”引领潮流——中国移动通信借音乐元素打造手机媒体门户[J].数码世界,2005,(13)
[10]陆春.3G与手机媒体[J].新闻实践,2006,(01)
[11]刘建军.以品牌整合提升品牌效益的简单经济学分析[J].长春大学学报,2007,(11)
[12]蔡美萍.参照群体对大学生炫耀性消费的影响[J].常州工学院学报(社科版),2007,(06)
[13]顾金兰.自我营销与大学生职业生涯设计[J].大庆师范学院学报,2006,(06)
[14]梁玉玺,赵红英.论装帧材料在书籍设计中的审美延展[J].电影文学,2009,(05)
[15]易加斌.营销策划价值关联原理分析——基于市场生态价值系统和消费者需求要素[J].北方经贸,2007,(01)
[16]秦燕,陈美娜.高等职业教育市场营销专业实践教学体系的研究与实 践[J].河北软件职业技术学院学报,2008,(01)
[17]卢颖.体验经济时代的服务品牌建设[J].科学咨询(决策管理),2008,(06)
[18]凌守兴.中小企业移动营销应用研究——以苏州为例[J].黑龙江对外经贸,2010,(02)
[19]郭露.工商管理培养系统思维创新：面和脸的辩证法[J].江西金融职工大学学报,2010,(02)
[20]李琼,郭鹏.3G时代无线营销热点业务模式初探[J].江苏商论,2009,(06)
[2]黄燕.街头享受“信息快餐”[J].互联网周刊,2002,(31)
[3]木村淳哉,高甜. “二元条形码”技术推动下的手机媒体——兼谈日本手机广告对中国市场的借鉴意义[J].新闻记者,2006,(07)
[4]王继晟. “短信经济”用拇指抱金娃娃[J].现代营销(信息版),2006,(03)
[5]科海.俺想在每个村都装上一个智能信息终端![J].经纪人,2004,(06)
[6]范向琪.关联个人信息终端[J].每周电脑报,2004,(02)
[7]佟风.探路3G增值服务敏感期手机广告试水运营模式[J].IT时代周刊,2006,(08)
[8]佟风,黄勇.手机媒体化打造电信产业链新格局[J].IT时代周刊,2004,(24)
[9]“无线唱游”引领潮流——中国移动通信借音乐元素打造手机媒体门户[J].数码世界,2005,(13)
[10]陆春.3G与手机媒体[J].新闻实践,2006,(01)
[11]刘建军.以品牌整合提升品牌效益的简单经济学分析[J].长春大学学报,2007,(11)
[12]蔡美萍.参照群体对大学生炫耀性消费的影响[J].常州工学院学报(社科版),2007,(06)
[13]顾金兰.自我营销与大学生职业生涯设计[J].大庆师范学院学报,2006,(06)
[14]梁玉玺,赵红英.论装帧材料在书籍设计中的审美延展[J].电影文学,2009,(05)
[15]易加斌.营销策划价值关联原理分析——基于市场生态价值系统和消费者需求要素[J].北方经贸,2007,(01)
[16]秦燕,陈美娜.高等职业教育市场营销专业实践教学体系的研究与实 践[J].河北软件职业技术学院学报,2008,(01)
[17]卢颖.体验经济时代的服务品牌建设[J].科学咨询(决策管理),2008,(06)
[18]凌守兴.中小企业移动营销应用研究——以苏州为例[J].黑龙江对外经贸,2010,(02)
[19]郭露.工商管理培养系统思维创新：面和脸的辩证法[J].江西金融职工大学学报,2010,(02)
[20]李琼,郭鹏.3G时代无线营销热点业务模式初探[J].江苏商论,2009,(06)