Research On Ihterest In Experiential Marketing Strategy Of Mobile Media

With the coming of3G era, mobile phones are more than just communication tools.The development of the mobile terminal technology, the rapid growth of users of smartphones and the growing popularity of mobile Internet make mobile phones have anincreasing media tendency and become an important way for people to obtaininformation. With the channels of mobile terminal, based on the mobile Internet,mobile media have a two-way or more interactive mode of information disseminationand can directly transmit multi-media form of expression to the users.Through surfing the Internet, reading novels, listening to music, joining socialactivities and watching TV, multimedia mobile phones offer a variety of possibilitiesfor the expression of advertising, while since they are personalized, interactive,portable, real-time and interesting, they meet the needs of marketing and advertisingcommunication in a better way. Since mobile media have detailed user database, theprecise geographic position and convenient interaction, they help enterprises locate thetargeted groups, conduct effective media placement and communicate as well as interactwith consumers.In the past, mobile media researches have focused on the media properties,business forms, precision marketing and interactive marketing, etc, making up for thedefects of the traditional marketing. As the representative of smart phones, Apple'siPhone has been widely praised for its focusing on users' experience. And its APP(thethird-party applications of smart mobile terminals) changes the lifestyle of the mobilephone users, attracts users to take an active role in the experience with interesting andprovides the enterprise with a good platform for experiential marketing.This thesis focuses on the prospects of the industry as well as the increasing needof mobile phone users, discussing the application of strategies in experiential marketingof mobile media. And customers gain a deep understanding of the brand in the course ofexperiential marketing, expanding the influence and effects of experiential marketing.The main content of this thesis are as follows: the first chapter states thebackground and research purposes, analyses current studies home and abroad andidentifies theoretical basis and innovation of this thesis; chapter two generally states theconcept of mobile media, its propagation characteristics, and its domestic andinternational development status; on the theoretical basis of experiential marketing,chapter three discusses applications and characteristics of experiential marketing indifferent media environment; chapter four analyses the "experiential " advantage andinteresting of mobile media, introducing the content of experiential marketing of mobilemedia; with success stories of mobile media, chapter five reveals the strategic directionof experiential marketing and has a strong practical significance; chapter six is theconclusion of the above strategy and prospects the future trends of mobile media.