Context Marketing Strategy Research Of M-commerce

In recent years,contexts and context marketing has gradually become a new hot spot,the combination of contexts and marketing brings a richer marketing effort,especially in the field of M-commerce,performance is more obvious.However,the current context and context marketing research mostly stay in the surface,lack of a more comprehensive scientific and comprehensive discussion of the topic,for this point,the thesis chooses the representative enterprise in the field of Chinese e-commerce as an example,through depth analysis of relevant marketing cases in JD.com,combined with the theory summary of contexts and context marketing,and tries to solve the three problems.First of all,why do consumers need to pay attention to the context.Then is the specific connotation of scene concept in scene marketing.At last the particularly critical is that how to carry out the strategic issues of context marketing.This thesis trying to make the current popular context and context marketing research tracing the source,trying to make more specific and reasonable explanation for the current complex context concept,and combine the theory and the actual use of M-commerce ultimately.This thesis mainly uses the three research methods of literature research,case study and observation experience.The thesis found that M-commerce as one of the most dynamic industries,has a natural close relationship between context marketing,context marketing can provide sufficient momentum for the development of M-commerce.Back to the context marketing itself,context and context marketing is not the productions of modern society,the presence of context marketing has a long history,modern society re-given the context and the context marketing vitality,essentially,context marketing is the ultimate way to provide accurate marketing.The thesis makes a detailed analysis of the context marketing through microcosm,meso and macroscopic view,deconstruct the process of context marketing,proposed the ICECE model of context marketing,and summed up the seven points with the operational value of the context marketing strategies.Through the study to draw conclusions that context and context marketing in theoretical research and practicaluse is still relatively weak now days,but the charm of the context marketing has determined the context age is coming soon.Context marketing will become a strong support for the development of M-commence,as a huge energy marketing method,context marketing will bring a series of depth changes.