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2015 | OriginalPaper | Chapter

Research on Online to Offline Mobile Marketing Based on Specific Needs

Authors : Houchun Ding, Li Jiang

Published in: LISS 2013

Publisher: Springer Berlin Heidelberg

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Abstract

With the advent of abundant economy times, the pattern of consumption in China is gradually shifting from mass consumption to specific consumption, and enterprises should actively change the thought and mode of marketing to adapt to various consumer demands, and online to offline multi-channel mobile marketing creates good opportunities for enterprises’ competition and development. This paper based on specific needs attempts to analyze the problems, suggestions and prospects of online to offline mobile marketing in order to promote marketing innovation, lower the cost of supply chain, and improve customer satisfaction and enterprise competitiveness in the international market.

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previous chapter The Development and Application of the Digital Fashion Virtual Showcase and Network Customized Business System
next chapter A Study on Competitive Advantage of Chinese Tourism Corporation in Terms of Enterprise Competence Theory: A Case Study of Home Inn Group
Literature
Dou Ruixing (2011) Three obstacles in front of O2O. Internet Wkly 14(19):38–39
Gai Xiongxiong (2012) O2O road: offline integration is the key. Mark Obs 26(1):71
Sun Jiankun (2011) Offline to online: different thought of O2O. Internet Wkly 14(19):34–36
Xiang Bei (2012) Life service O2O is in spring. Mark Observ 26(02):68
Zhang Xu (2011) Zhi Hui City: creating O2O commercial road. Sales Mark 10(7):94–96
Metadata
Title
Research on Online to Offline Mobile Marketing Based on Specific Needs
Authors
Houchun Ding
Li Jiang
Copyright Year
2015
Publisher
Springer Berlin Heidelberg
Book
LISS 2013

Electronic ISBN: 978-3-642-40660-7

Copyright Year: 2015

DOI
https://doi.org/10.1007/978-3-642-40660-7_43