Research On Marketing Model And Marketing Strategy Of Mobile Commerce Based On WAP

This paper uses some research harvests both in home and overseas for reference, based on Chinese society and culture background, studies the marketing model and strategy of M-Commerce based on WAP. The main clew of this paper begins from the correlative studies both in home and overseas, gradually makes some concepts clearly, including the marketing model of M-Commerce based on WAP, the connotation and extension of the concept. Finally, establishes an academic research model of M-Commerce based on WAP. In this paper, the author uses empirical research method to analyze and validate the model, then establishes a multiple linear regression model. The main innovations and conclusions can be concluded as:It attempts to clearly definite the conception and category of marketing model of M-Commerce based on WAP. In this paper, marketing model is regards as a system not only a pure method. There are two mainstreams of marketing model, one is based on market fractionizing and the other is based on the customers, which regards the customers'values as the core. Here, the paper regards four aspects are included in the definition of M-Commerce marketing model:Customer Relationship Management (CRM), M-business advancing competition advantage, Operation flow and developing strategy of different commerce model, Marketing strategy of M-business.Establishing and validating the research model of M-Commerce marketing system, which brings the customers final purchasing behavior. Marketing strategy of M-Commerce is fully studies in this paper. Mean while, marketing strategies are promoted here, including 7P marketing strategy, service marketing, experience marketing and database marketing.The author figures that the purpose of choosing and setting down the marketing strategy in a business is to attract more customers'buying behavior, which is the only staff guage to estimate marketing strategy. The author considers intention of buying deciding fact buying behavior directly. Considering the characteristic of M-Commerce based on WAP, there are three parts influencing buying intention, including production factor, apperceiving to production and apperceiving to service. Of course, vital statistics has important accommodating effect.Empirical Study of influence factor in different stragegies towards buying behavior based on theory of consumer's behavior.The mix marketing strategy is the important composing parts of marketing science. There are lots of marketing theories towards different trade, different business model, different customers, but most of this researches stop at academic layer. In this paper, marketing strategies are observed by some measurable variables, at the same time, analyzed and collected by statistics methods. Empirical research on marketing strategy influenced factor is to put forward the most influencing strategies as 7P marketing strategy, experienced marketing, service marketing and database marketing based on CRM.