A Research On Service Marketing Mode Of M-Business

The rapid popularization of intelligent mobile phone is evolving into a transformation from traditional PC terminal e-business to mobile business. The rapid development of mobile Internet has created unlimited business opportunities for mobile while intensifying competition. Faced with such a large-scale structural changes, members of industrial chains of mobile economy must be forward-looking formulate service marketing strategy of mobile business so as to adapt to the complexity of real-time transaction.Based on the perspective of the mobile business service marketing, this paper studies the generalization of network, ease of use and personalized service of the mobile business. At the same time, this paper studies the influence of mobile business service marketing model of mobile business to enterprise competitiveness, exploring new model of mobile business service marketing in order to have certain guidance for the businesses that are exploring new model of mobile business service marketing, finding the breakthrough and new opportunities for mobile business service provider to promote the further development of the theory for China’s mobile business service marketing.First of all, this paper elaborates the significance of this study based on the background of mobile business service marketing, reorganizes and analyzes the research results of marketing mode of mobile business services at home and abroad, illustrates the research contents, the research methods and main innovation points. This paper introduces related theories for the new mobile business service marketing model. It first defines the connotation of the mobile business, presents the humanism, regular, orientation, network, expansionary and other characteristics of mobile business. Then it thoroughly introduces the theory of service, service marketing, mobile business service marketing and other related theories.Secondly, this paper discusses three modes of mobile business service successively. In the mobile business network service marketing aspect, this paper suggests that by utilizing convenient networking entrance, electronic membership system and efficient mobile business network service, mobile business relationship resource can expand to mobile business dimension and develop O2O life service. In the mobile business convenience service marketing aspect, this paper discusses the convenience a casual brush can bring to consumers’purchasing, payment and verification as a continuous process. At the same time, providing the housekeeper service scheme of remote channel, so that consumers can enjoy the convenience and thoughtful service whenever and wherever possible.In the personalized marketing service of mobile business’ aspect, the paper discusses the role of mobile electronic coupons on a mobile phone membership card system and reduce the inconvenience which the traditional personalized services bring to consumers such as making precise marketing strategy based on the consumption data, sending the mobile phone electronic coupon to customers in real time and providing personalized service which is convenient for the majority of consumers.Finally, an empirical study on the mobile business service marketing model based on the case study of FD company is proposed, results show that the mobile business service marketing model proposed by this paper is feasible, effective and operational.