摘 要:移動網絡正在進行的大范圍的普及應用,有效推動了移動電子商務的產生,也成為企業進行電商運營改革的一個重要突破口。由移動網絡作為重要支撐,用戶可以從多方面獲得信息,從而顯著提高了營銷效率和效果。移動電子商務營銷需要不斷朝著精準營銷方向轉變,積極思考如何有效提升營銷精度,保證營銷活動可控和可量。本文將重點對移動電子商務精準營銷的實施意義以及有效策略進行探討,為企業運用好移動網絡,發揮移動電子商務營銷價值提供重要借鑒。
關鍵詞:移動電子商務;精準營銷;電商運營改革
中圖分類號:TP391.44;F724.6 文獻標識碼:A 文章編號:2096-4706(2018)11-0135-02
Research on Precision Marketing Strategy of Mobile E-commerce
LIN Yuangui
(Guangdong Finance and Economics Vocational School,Foshan 528231,China)
Abstract:Mobile network is widely used in a wide range of applications,effectively promoting the emergence of mobile e-commerce,but also become an important breakthrough for enterprises to carry out e-commerce operation reform. With mobile network as an important support,users can obtain information from many aspects,thus significantly improving the marketing efficiency and effectiveness. Mobile e-commerce marketing needs to constantly change to the direction of precise marketing,and actively consider how to effectively improve marketing accuracy,to ensure that marketing activities can be controlled and possible. This paper will focus on the implementation of mobile e-commerce precision marketing significance and effective strategies to explore for enterprises to make good use of mobile networks,mobile e-commerce marketing value to play an important reference.
Keywords:mobile e-commerce;precision marketing;e-commerce operation reform
0 引 言
精準營銷是結合精準定位,有效運用現代科技工具為顧客提供個性化服務的交流工作,能夠有效突破傳統廣告約束,降低企業成本支出,提升收益水平。移動電子商務精準營銷強調對移動電子商務平臺進行恰當應用,用更加精確的營銷方式滿足廣大顧客的個性化要求,有效彌補傳統營銷定位的缺陷。面對如此大的商機,企業要意識到電子商務精準營銷的優勢作用,并立足企業實際,制定相應的精準營銷策略,切實利用好移動電子商務的優勢。
1 移動電子商務精準營銷內涵與優勢
1.1 精準營銷內涵
美國菲利普·科特勒教授首先提出了精準營銷的概念,在他看來,企業需要運用更為精準、可度量以及高投資回報的營銷互動方法,需要關注消費者的個性化需要,確保制定的營銷計劃能夠凸顯結果與積極行動,更側重直接營銷互動投資。……