The Application And Difficuities Of Context M Arketing In The Mobile Internet Era In The Mobile Internet Era

According to the "Statistical Report on the Development of the 40th Internet Development in China" published by CNNIC in 2007,The number of Internet users in China has reached 751 million,China's mobile Internet users have reached 724 million,and the number of mobile Internet users has exceeded 96%.The proportion of mobile Internet access has far exceeded the number of Internet users accessing PCs.The number of users of various types of mobile applications continues to rise,and the dominant position in the mobile Internet era,In the era of mobile Internet,the Internet context is richer and the user's time becomes increasingly fragmented.User consumption demands also show diverse and personalized features;In the era of mobile Internet,users rely on mobile smart terminals to generate a large amount of data and information.According to the changes and characteristics of consumer demand,relying on a large number of user data,gave birth to a new marketing approach context marketing.Context marketing taps,tracks,and analyzes user data.It connects users' online and offline behaviors in a specific context of time,location,user,and relationship.It understands and judges user emotions,attitudes,and needs,providing users with Real-time,targeted,creative information and content services,and achieve the role of establishing a brand image and winning brand favorability.With the increasingly important position of the context in marketing,context marketing has also witnessed vigorous development.In recent years,the field of academia has conducted extensive discussions on context marketing.Under the new marketing environment,it is necessary to analyze and research the new marketing methods.It is not only conducive to the healthy development of the context marketing,but also promotes and benefits the brand communication and the entire marketing industry.This paper takes the context marketing as the research object,takes the context theory as the theoretical support,and under the background of the mobile internet era,it mainly uses the three methods of literature research method,questionnaire survey and case analysis.The first six chapters provide a systematic analysis of the definition,development,application,characteristics,advantages,and predicaments of the context marketing,as well as personal experience,and interviews with industry advertisers.In the seventh chapter,valuable suggestions and related countermeasures are proposed for the settlement of context marketing dilemmas.This article analyzes the context marketing more comprehensively,and comprehensively analyzes the advertisers,context marketing service providers,and audiences.Finally,it gives suggestions and references on the three aspects of the theoretic construction,application development and ethical norms of context marketing.At the same time,I hope this article provides some useful suggestions for the development of marketing in China.