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Research on Online to Offline Mobile Marketing Based on Specific Needs

In: Liss 2013

Author

Listed:
  • Houchun Ding

    (Huanggang Normal College)

  • Li Jiang

    (Huanggang Normal College)

Abstract

With the advent of abundant economy times, the pattern of consumption in China is gradually shifting from mass consumption to specific consumption, and enterprises should actively change the thought and mode of marketing to adapt to various consumer demands, and online to offline multi-channel mobile marketing creates good opportunities for enterprises’ competition and development. This paper based on specific needs attempts to analyze the problems, suggestions and prospects of online to offline mobile marketing in order to promote marketing innovation, lower the cost of supply chain, and improve customer satisfaction and enterprise competitiveness in the international market.

Suggested Citation

  • Houchun Ding & Li Jiang, 2015. "Research on Online to Offline Mobile Marketing Based on Specific Needs," Springer Books, in: Runtong Zhang & Zhenji Zhang & Kecheng Liu & Juliang Zhang (ed.), Liss 2013, pages 295-300, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-40660-7_43
    DOI: 10.1007/978-3-642-40660-7_43
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    Cited by:

    1. Qing Yang & Lei Xiong & Yanfeng Li & Qian Chen & Yijing Yu & Jingyang Wang, 2022. "Contract Coordination of Fresh Agri-Product Supply Chain under O2O Model," Sustainability, MDPI, vol. 14(14), pages 1-20, July.

    More about this item

    Keywords

    Specific needs; Online to offline; O2O; Mobile marketing;
    All these keywords.

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