Precise Marketing Model Building Based On Scene In Mobile Internet Era

With the advent of the mobile Internet era,which changes every aspect of our life,scene marketing has become a hot marketing concern in recent years.Due to market environment,media environment and consumer behavior changes,the Way of Marketing under the Mobile Internet is necessarily integrated,interactive,accurate,and can get through online and offline.Under the background of this era,scene marketing comes into people's vision,taking the scene as the core,is able to effectively to organize time,place,users and relationships,connecting user line and offline behavior,providing real time,accurate information and content services for users,this accurate and vivid interaction with users can effectively help enterprises to enhance brand image and conversion rate.This paper starts with media environment in mobile Internet Era,development history of precision marketing,and development history of scene marketing,conducts further research,on the basis of previous studies,performs an unified specification and definition for scene precision marketing,including the basic elements,the core elements,the reference elements,the characteristics,the advantages and the key factors of the development.On this basis,the APSCSF model of scene precise marketing is put forward,makes in-depth analysis for the models,takes the Tencent WiFi Manager “Runaway Chef” activity as an example of the interpretation and demonstration.The innovation of this paper mainly lies in two points: the first one is reviewing and specifying the scenario marketing under the mobile Internet Era;the second one is establishing a strong applicability and practical significance of the scene precision marketing model,providing valuable reference for enterprise's practical behavior.