Research on Online to Offline Mobile Marketing Based on Specific Needs

Houchun Ding () and Li Jiang ()
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Houchun Ding: Huanggang Normal College
Li Jiang: Huanggang Normal College

A chapter in LISS 2013, 2015, pp 295-300 from Springer

Abstract: 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.

Keywords: Specific needs; Online to offline; O2O; Mobile marketing (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-40660-7_43

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DOI: 10.1007/978-3-642-40660-7_43

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