| The media may transmit the information with the same content, but the spread effect will be different if the form is different, so will the experience of audience be. The interpretation of information is determined by the way of form of information. Won the media is tantamount to winning the marketing opportunity. As technological developing, media developed form paper to radio, television, Internet, and then mobile which is much more convenient and personalized. The choice of media is the choice of strategy. The popularity of mobile phones opens the door to profit for businessmen. The emergence of mobile media makes the use of information much more convenient, as long as take out the cell phone; you can connect to the Internet, and take various information activities. There is no need to watch TV or use on-line computer at fixed locations as before. Users simply have a cell phone; wherever he is information will go with him.With the popularity of mobile phones, the number of users get on the wireless Internet by mobile phone increases, as the first half of 2007, the number of mobile phone users over 515 million, the number of mobile phone netizens has reached 44.3 million, had increased 2.6 times compared with 2006. During the same period, the total number of Chinese Internet users reached 162 million, the number of broadband Internet users reached 122 million, it is not difficult to see that there will be a great growth potential for China's mobile phone netizens. As traditional advertising market target is uncertain, more than half of the advertising cost is waste in the garbage time in the garbage location. Clearly use the phone's characteristics of individuation and privacy to get the customers' information which is the most important for them. Compared with newspapers, radio, television and the Internet, showing the ads, products and companies on mobile will help customers get more veracious information. At the same time, enterprises may save their cost, and bring themselves more direct and efficient profit. As mobile phone technology updates, the commercial value of mobile phone, which is portable, and accesses to information at any time and place, has taken more and more enterprises' attention. More and more enterprises are thinking about how to use the phone companies realize the value of enterprise, take effective marketing.E-commerce model, such as B2B, B2C, and C2C has achieved great success on the Internet, and this model is gradually being shifted on mobile phones. In the future, as the phone is not only a communications tool, but also a PDA (Personal Digital Assistant), convenience of mobile consumption will be shown out more quickly. Although mobile phone platform has congenitally deficient, such as limited quantity of information and small screen, mobile phone has advantage of interactive and portable in corporate marketing. It can be integrated with other media for marketing, and attract more people into the wireless marketing area.The papers were divided into six chapters. The chapter 1 introduces the wireless marketing research background, the status quo, on the meaning and purpose of the whole paper and the research methodology and research. Chapter 2 analyses the feasibility about enterprises using of mobile for marketing, including analysis of media trends and use of media and advantage of mobile marketing. Chapter 3 primarily researches marketing on wireless platform, including the status of wireless marketing analysis, value chain analysis created by wireless marketing, analysis of the status quo that enterprises use of wireless phone marketing and mobile marketing space analysis. Chapter 4 analyzes questionnaire survey, studied the attitude of users to wireless marketing. Chapter 5 mainly analyzes the mode which used mobile phone for wireless marketing, including wireless marketing business model, profitability mode of wireless marketing, wireless positioning and marketing strategy. In the last chapter, a conclusion is drawn from above chapters. |
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