Enterprise Cross-channel Integration Marketing Research In Mobile Internet Era

These days, we are in the blooming era of mobile Internet, the rise of mobile internet technology bring us mobility, convenient way to shop, and coming together, bring enterprise a big challenge of full-time, all channels, personalized, fragmented customer behavior change and challenge of big data. The popularity of smart mobile phone makes mobile Internet’s influence is far greater than, is much faster than the traditional Internet, the face of increasingly severe market challenges, the enterprise cross channel marketing to accelerate the pace of.Before, a large number of literatures about multi channels or cross channel, more discussion topic is "Customer acquisition" process, discussing how to build brand consistency, integrated marketing communication (IMC), etc. For the discussion of mobile Internet, the topic is about how to win through the mobile terminal, rarely from the perspective of how to integrate the process and data of enterprise backend, and how to improve the customer experience consistency, and how to continuously improve customer perceived value, and then finally realize the enterprise value. This paper is a new exploration, mainly for the following works:(1) Overview of mobile Internet, cross channel, channel integration, cross channel business theories and the domestic and foreign research and application.(2) Based on the customer value chain theory, I analyzed the formation process of customer perceived value during different phase of the enterprise cross-channel integrated business, including the purchase, execution and support service. Because enterprise is the service provider during each value-added node of customer consuming process, summarizing enterprise cross-channel integrated business process and service corresponding to the customer’s.(3) To analyze the relationship between the enterprise values, customer perceived value and customer experience, to determine the cross channel business process to be driven by customer experience, to figure out the influence factors of customer experience based on the customer experience life journey.(4) Based on the analysis of influence factors, put forward the suggestions from the overall strategy, advice to simplify the channel entrance to keep cross channel access consistency; to implement online and offline business collaborative to keep cross channel business cooperation; to complete the enterprise ecological information sharing to keep sharing of data across the channel, by which to enhance the customer experience.(5) JD.COM as a case study, based on the introduction of its business development, as well as how to simplify the channel entrance, online and offline business collaboration, enterprise ecology information sharing, occupy a place to build logistics and customer service as the core business competitiveness gradually in the market, and achieved rapid development.Based on consulting a lot of literature and multi-year enterprise business need research and IT plan experience, this paper made the exploratory study to enterprise cross-channel integrated business in the mobile internet era. The overall strategy will give the customer a consistent experience journey, improve Customer perceived benefits, and realize enterprise value, and then enhance enterprise competitiveness, which will be very important to enterprise.