The Study Of Performing Arts Market Consumer Behavior Under The Mobile Internet

Consumption behavior model is the modeling expression of consumer behavior process.It reflects the behavior of consumers,and it is a basic for enterprises to develop marketing strategies and conduct marketing activities.It is an important tool widely used by marketing.The focus of this paper is on the behavior of the performing arts market.The transmission mode of consumption information is an important factor affecting consumer behavior,so the consumption behavior model changes following the changes of the media.SoLoMo means Social Local mobile,With the development of mobile Internet,SoLoMo trend to become mainstream,have an important impact on people's lives,which led to changes in consumer behavior patterns,the accurate and efficient information dissemination and marketing model gradually adopted by various industries.The traditional pattern of consumer behavior in the mobile Internet and people hliving a high degree of integration today is not fully applicable.Performing arts markets traditional consumer behavior patterns are also expected to be updated.Through the study of the development trend of the mobile Internet era,the author investigates the influence of the new trend of mobile Internet on the behavior of consumers in the performing arts market,and explores the behavior patterns of the new communication and consumption environment.Art institutions in the development of marketing strategies on a new breakthrough.This paper first analyzes the new trend of mobile Internet development SoLoMo on the impact of marketing art marketing communication,divided into three parts for analysis:the change of information dissemination mode;the changes in the form of Internet media;the performance of the market changes in consumer behavior.Through the analysis found that the development of the Internet has led to the dissemination of information into a social-centered stage.Then through the summary analysis of the reference articles found that the traditional AIDMA and AISAS consumer behavior models can not adapt to the SoLoMo trend of the performing arts market.Traditional single,linear model can not explain the current consumer and art institutions close two-way interaction,information cross behavior.Based on the analysis,we build a new performing arts market consumption behavior model E—IEAAS,"Interest&Interact"?"Express&Expose"?"Accept&Answer"?"Action"?"Share&Spread" And based on the new model develop a marketing strategy SARGO.