Research On Scene Marketing Of Mobile Internet Advertising

With the rapid development of the Mobie Internet,the status of consumers in the marketing market has changed too.The status of consumers has changed from less concerned situation become the most important concerned one in the Mobile Internet market.At the same time,the theory of the marketing has changed from 4P Theory to the SIVA Theory.The scene marketing got a new chance to enhance itself with the help of the Mobile Internet.It has renewed its content and form,and gone beyond what it was before.With the continuous improvement of the mobile Internet,the context has play an important role in the mobile marketing.However,most of the essays have discussed the five technologies of context.Seldom of them think about the structures of the context and any other posibilities.The structure of the context is the important part in the scene marketing.We talk about what other kind of factors will help to the build of the context.So I juet tried to understand the structure from the view of communication,the main part,message and channel.This essay also tried to define the concept of scene marketing,and study relevant research of other scholars.Though context and the structure are for the success of marketing,the market environment,features and current situation can't be ignored neither.This essay use theories like communication,advertising,marketing and sociology and so on to talked about the context building and the scene marketing.And sum up the conception of context,the basic theory and functional factors etc.Also,discussed the model of the scene marketing,the situation and problems systematically.At the last,dicussed the future developments of scene marketing.