Scenario Marketing Research

With the arrival of the mobile Internet era,Intelligent mobile phone and other mobile terminals have been developed considerably and consumers have become "people on the tip of the finger".The revolutionary changes have taken place in the consumer's purchase behavior and the so-called "A machine in hand,say to go",was to become a reality.The specific scenes become the key factors that affect consumers' purchasing behavior.The different scenes have increasingly become the blue ocean for the enterprise."Scene marketing" gets excellent opportunities for development and has been paid more and more attention by experts and scholars and the managers.This article first introduces the origin of scene marketing;secondly,carding scene marketing mode,and according to the CESA model analyzing the construction of marketing model;finally,combined with the implementation of the marketing case scenario put forward marketing strategies,social function in the application process and the existing problems.