Research On The Marketing Mix Strategy Of Mobile Internet Service Market Based On Integrated Marketing Communication

This paper is based on the theory of Integrated Marketing Communication and aims to find out some factors that influence consumers' acceptance and perception for Mobile Internet services, via an empirical study on users' behaviors. These factors are users'Intention to use, Perceived Risks, Effort Expectancy, Cause factor, Consuming Experience factor, Perceived Cost, Path-Dependant factor, Innovation Resistance etc. All factors explain users' demands and incentives from different aspects.Based on the empirical research of users' acceptance and perception attitude for Mobile Internet services, this paper brings several marketing mix strategies including brand, promotion, product, customer segmentation, cost and terminal strategy. The advices and suggestions are derived from the empirical research.This paper hopes to arrive at some practical influencing factors for Mobile Internet services in China, aiming to get to an executable strategy set for players in the Mobile Internet service market.