Research On Direct Selling Strategy In The Context Of Mobile Internet

In recent years,the rapid development of China's mobile Internet technology,mobile Internet is changing people's lives and spending habits,the enterprise marketing environment has also had an important impact.For direct selling enterprises,the specificity of the direct selling enterprises in the context of the development of mobile Internet,there is a big breakthrough.Therefore,direct selling enterprises must have a profound understanding of the mobile Internet to bring consumers change,also know that mobile Internet direct positive and negative impact on enterprises,should be based on the proposed strategy to direct the background of the mobile Internet environment.However,due to the direct sales of mobile internet marketing is still in the exploratory stage,and is in constant evolution,and related research is extremely scarce.Therefore,in this paper,based on the research of mobile internet marketing theory,through exploratory research to explore the direct selling enterprises in the context of the mobile internet marketing strategy has great theoretical and practical significance.This paper firstly defines the concept and characteristics of the direct basis of the summary of research on the theory of marketing,and through the comparison of direct sales and marketing analysis,clear the research object of this paper;expounded by analyzing the concept and the characteristics of mobile Internet and mobile Internet thinking,clear background and characteristics of mobile Internet;through the analysis of the present situation of our direct sales Chinese enterprises,clear the advantages and disadvantages of direct selling enterprises.Secondly,briefly describes the mobile Internet direct selling situation,and to the Amway Corp as an example,detailed analysis of the mobile Internet direct selling situation,provide a realistic basis for the formulation of marketing strategy of enterprises under the background of mobile internet.Finally,the direct selling enterprises in the mobile Internet and mobile internet marketing present situation analysis research on the influence of the basis,according to the key factors of enterprise marketing to discuss marketing strategy under the background of mobile Internet business.According to the above research,direct marketing strategy proposed in this paper under the background of mobile Internet companies have direct product differentiation strategy,customized product portfolio strategy,platform strategy,interaction and sharing interactive brand promotion strategy,the whole process of the user experience strategy and service strategy based on location.