Marketing Strategy Innovation Based on Mobile Internet Technology

Abstract

AbstractThe birth and development of mobile Internet has brought about great changes in the marketing environment. Based on the comprehensive arrival of the mobile Internet era and the mobility and wide spread of mobile Internet, the threshold for the public to receive information through mobile terminal devices has been lowered, and the participation degree and participation mode of marketing communication activities have been changed, marketing communication under traditional media is gradually eliminated by enterprises and consumers in the era of mobile Internet. Facing the rapid development of mobile Internet, enterprises gradually transfer marketing channels from traditional media to mobile Internet, and mobile Internet has become a new marketing territory. This paper mainly studies the marketing strategy (MS) innovation based on mobile Internet technology (MIT). Based on the innovative marketing thinking of mobile Internet, this paper puts forward the corresponding MS. Internet MS innovation takes users as the core, big data as the support, and social media as the carrier to achieve measurable communication effect, accurate marketing channels, and reshape the relationship between marketing and communication parties. It also expounds the measures of MS under the MIT. According to the MIT, this paper uses data mining to analyze the scale of Internet users in China, and statistics the basic information scale of consumer groups targeted by mobile internet marketing from gender, age and income. The results show that marketing innovation can focus on the consumption taste structure of young people, and the consumption of marketing products can be controlled within the range of 3000–4000 yuan. In the aspect of mobile internet marketing, the main Internet consumption assistance is in the two age groups of 20–29 and 30–39, among which women are the main consumption force. The main income structure of mobile Internet users is 3000–4000 yuan.KeywordsMarketing managementMobile InternetStrategy innovationMarketing communication