移动营销研究综述

Research Review on Mobile Marketing

摘要: 随着移动技术的不断创新和移动终端渗透率不断提高，移动营销正在改变世界。通过运用文献归纳法和内容分析法，对移动营销领域的已有研究成果进行分析，并从移动营销与移动4I理论、移动营销策略、移动消费者行为、移动营销应用与移动营销价值及其未来发展五个方面进行综述，总结移动营销的发展现状。

Abstract: With the consecutive innovation in mobile technology and the increasing permeability of mobile terminal, mobile marketing is changing the world. Through the use of literature inductive method and the content analysis method, a detailed analysis of the existing research will be taken on mobile marketing field, and the paper will review from the five perspectives, which are marketing theory and mobile marketing, mobile marketing strategy, consumer behavior, mobile marketing application, mobile marketing value and future, summarizing the development status of mobile marketing.