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Research on Innovation of Market Promotion under the Background of Mobile Internet

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DOI: 10.23977/emsshr.2019.083

Author(s)

Xu Hongwen, Tian Guixian

Corresponding Author

Xu Hongwen

ABSTRACT

This paper explores the innovation path and acceleration measure of market promotion on the basis of the marketing mode and media properties as well as their lengths and drawbacks. It is found that under the background of mobile internet, the marketing mode has the property of main-body-decentralization, media-non-competition, content-attention-traction, object-ending-precision and effect- non-linear. Meanwhile, there still exists the problems of unclear location, unfulfilled management and unsystematic use. What’s more, the properties as well as the medias’ strengths and drawbacks are complementary, so firms’ market promotion must follow the path of interconnection. On concrete, at the stage of market development, the market promotion should obey the interconnection of “open social platform + search engine”. While at the stage of brand-building, the market promotion should abide by the interconnection of “open social platform + video entertainment”. And at the stage of customer keeping, the market promotion should take the interconnection of “closed social platform + open social platform”.

KEYWORDS

Mobile Internet, Market Promotion, Innovation Path

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