The Study Of Marketing Communication Strategy Based On Mobile Internet

With the development of the mobile Internet and information technologies, especially the popularity of smart phones, our life has undergone tremendous changes.So for most of the enterprises; there will be a new marketing environment.Facing the new marketing environment, in order to obtain benefits the companies should conform to the current trend of social development. On the current situation is concerned, to some extent, corporate marketing communications activities have shifted from traditional media platforms to mobile Internet platform. In this process, some businesses succeeded, some companies failed, the main reason is the inability to deal with the problem from the perspective of marketing communication strategy, and the plain understanding of marketing communication issues as selection and use of specific marketing communication methods. So the companiesshould look upon the whole process from the perspective of marketing communication strategy.And by analyzing the propagation mechanism and comparing the advantages and disadvantages of various modes of marketing communication, it will be very necessary to plan a complementary synergy between the various modes of transmission of the marketing communication system with the integration of mind.Firstly, a review of relevant literature made me have a basic grasp of the theoretical system of marketing communications and the status quo of China’s mobile Internet marketing communication; then from the basic elements of communication, the propagation mechanism and relative merits to analyze the difference among marketing communication modes; finally, marketing communication recommendations were made for enterprises.Through this study, I am hoping to provide guidelines for conducting business marketing communications activities, and contribute to the theoretical study of mobile Internet marketing communications.