Consumer Attitude Study On Mobile Marketing Communication Tools

The research gives the further development of the concept of mobile marketing communication, analyses the possible significant impacts of mobile communication technology developments on marketing communication and determines those target audience who have the most positive attitudes towards mobile marketing communication tools in China. The research results, Chinese consumers have positive attitudes towards such mobile marketing communication tools like mobile discount coupons, mobile entertainment and mobile internet, have negative attitudes towards on mobile advertising and location based service, and the study also gives reasonable analysis on how Chinese consumer attitudes are like this situation, to give key and basic reference for mobile marketer.