Research On Consumer Behavior And Marketing Strategy Of Mobile Internet Advertising Audience

The rapid development of mobile internet technology and mobile intelligent devices is changing the form of the mobile commerce,and has changed the consumers' purchasing way gradually.The mobile internet bring convenience to consumers,in time,it forms the consumption trend in the new environment.In this paper,under the new media background of mobile internet,combined with the change of the audience's media contact habits and the new consumption process,I come up with several new marketing methods in the mobile internet era.I start with consumer behavior characteristics of the mobile internet environment,deeply study the value formation and realization of each stage of the consumption decision process.It provides reference for the mobile marketing development of mobile internet era.In the second part of the text,I elaborate on the current mobile networking media environment in detail.Mobile smart terminals combine the advantages of various media,and the development trend centered on So LoMo is formed.In the third part,base on the analysis of mobile internet media environment in the second part,I analyze the changes and new features of advertisement information from the perspective of communication.With the development of mobile internet technology,information communication channels have proliferated,audiences can filter information actively.The social nature of mobile internet has been enhanced,and everyone in the mobile internet is like a node,which is the information receiver of the first transmission and the information source of secondary transmission.In this part,I further explain the advertising audience's communication triggering mode.In the fourth part,I introduce the classic "AISAS" consumption behavior pattern in the Internet era,and the "SICAS" pattern in the early stage of mobile internet,and point out the defects of these two patterns.Then I summed up the multiple factors that influenced the advertising audience to make consumption decisions in the mobile internet era,and the new characteristics of consumption behavior.In the fifth part,I propose several new ways of marketing in the mobile internet era.