In recent years, smart phones have gradually become popular, and the mobile Internet market has great development potential. With the maturity of mobile Internet technology, all kinds of mobile phone software developed based on mobile phone platform have greatly expanded the functions of mobile phones, enabling people to shop online anytime and anywhere, regardless of time and place. The development of mobile Internet has greatly changed people's lifestyle, and the consumption of mobile users has gradually shown the characteristics of mobility, fragmentation, personalization and diversification. In order to meet people's various shopping needs, e-commerce must constantly innovate marketing models to make profits.
First, analyze the consumption characteristics of mobile phone users.
1, mobile consumption, fragmentation
With the accelerated pace of life, people rarely have a whole piece of time to go shopping, and their leisure time is very fragmented. Physical stores have great restrictions on consumers' shopping time and place, which has gradually failed to meet people's shopping needs. With the development of smart phones and mobile Internet technology, mobile users can make use of fragmented time such as going to work and sleeping to do shopping, browse a large number of goods in a very short time, and compare the cost performance of various stores, and finally choose their favorite goods.
2. Consumer's demand is personalized.
With the development of science and technology and the times, people gradually got rid of the standardization in the industrial age. In the information age, they pay more attention to the publicity of individuality, and the new consumer groups have very distinct personalized needs. China's imitation wave-discharging consumption stage is basically over.
3. Diversification of consumption entrance.
Today, with the popularization of smart phones and mobile phone networking technology, various mobile phone clients provide great convenience to users. Users can directly open Tmall and Taobao clients to buy things, and directly open WeChat and QQ clients to chat. All users' needs are refined to each client, which realizes the diversification of users' consumption entrance.
4. Consumption decisions are gradually rationalized.
As the saying goes, "shop around", consumers can form rational and reasonable consumption habits by comparing the same goods in different stores. However, under the traditional consumption mode, it is difficult for consumers to shop around because of distance and other reasons. However, with the maturity of human-computer interaction technology, consumers can easily compare the same goods from multiple stores before buying. The mobile phone platform has a search function. Users can narrow the search scope by constantly adding keywords, and find the target goods faster and more accurately. In addition, the rise of various third-party platforms also provides consumers with more consumption reference.
Second, mobile e-commerce innovative marketing model analysis
1, word-of-mouth marketing model
Word-of-mouth marketing mode is to transmit the information of goods to consumers' relatives and friends through the mouth of consumers, accumulate good word-of-mouth for goods through word-of-mouth and let more consumers buy. Weibo marketing is the most popular word-of-mouth marketing mode at present, which can be divided into two types: rapid momentum and direct discount. Changan Ford's "Wear a scarf to watch the auto show" activity is to create momentum for the auto show in a short time and achieved good marketing results, which belongs to the category of rapid momentum; Britain's "Lucky Chip" campaign uses Weibo to link online and offline promotions.
2. Eye marketing model
Eye marketing model is good at catching consumers' eyes and looking for excitement, thus guiding consumers to buy. Group buying marketing is a popular eye marketing model at present. Mercedes-Benz once teamed up with Taobao to carry out car group buying activities on a cost-effective platform. As a result, more than 200 Mercedes-Benz cars were snapped up in less than four hours, which shows the powerful sales ability of the group buying marketing model. Eye marketing mode should focus on planning, find suitable products and group buying platforms, cooperate with publicity and marketing to create momentum for products, and establish a perfect service system to spare consumers worries.
3. Experience marketing model
Experiential marketing mode is a marketing mode that allows users to personally experience the products or services provided by enterprises and feel the quality of products and services, thus prompting users to understand, like and buy. Mobile Internet provides a good space for users to experience for free. With the interaction and convenience of the network platform, e-commerce and consumers can communicate easily, so that consumers can better perceive the services and products of enterprises and increase their interest in buying.
4. Internet O2O marketing model
The full name of O2O is Online To Offline, which is a new e-commerce sales model combining online and offline. The O2O marketing model was originally aimed at the local life service field, but with the development of the mobile Internet market, O2O marketing gradually penetrated into all fields of people's production and life. At present, the common Internet O2O marketing models include the following forms:
(1) group purchase. This is the representative model of O2O marketing, covering a wide range. Catering, service and entertainment are the main group buying industries. Group buying is a service with small profits but quick turnover, and the use of group buying sales is an effective means for merchants to clean up their inventory.
(2) coupons. Many businesses use coupons to attract customers. This marketing form is very practical and can bring great profits to businesses. However, for the operators of the platform, its profit is difficult to estimate. With the development of the market, coupons can not make businesses and users establish more direct contact, so there are certain weaknesses.
(3) WeChat mode. This model is convenient for merchants to manage customer relationships, form sustainable marketing channels, improve resource utilization, meet the interactive needs of users' circle of friends, and meet users' immediate consumption needs. Compared with group purchase and coupon mode, WeChat mode is more advanced and has great development space.
(4) Mobile payment. Mobile payment bears the heavy responsibility of capital circulation, and its importance to the market is self-evident. Today, Alipay has taken the initiative in the mobile payment market, but other mobile payment tools are also emerging one after another, and the competition is fierce.
Third, the conclusion
In recent years, the number of mobile Internet users in China has been increasing. The huge number of netizens has greatly promoted the expansion of cmnet market and the development of mobile Internet technology, making the growth rate of mobile media in China rank among the top in the world. The era of mobile Internet in China has arrived. In the era of mobile Internet, great changes have taken place in users' consumption behavior, which puts forward new requirements for the marketing model of e-commerce. Therefore, in the new era, e-commerce should aim at meeting the needs of users, grasp the key points, innovate the marketing model, and make the marketing model meet the needs of the market and users.
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