The Research Of Mode Of Mobile Phone In Marketing Communication

It is the commercial wireless communication technology which has been developed since the 80s of the last century that brings mobile phone into people's life. After nearly thirty years' development, mobile phone has transformed from the way of voice communication to assisting in helping people deal with information, business and daily affairs, and also has been used by marketers as media to spread information. On the basis of a large number of literature review regarding relevant publications and research reports in Japan and western countries, combined with the reality of China mobile communication industry, the author started with the technological platform and dissemination of mobile phone usage, explored the reason and background of mobile phone's transformation from a communication tool to marketing communication media, and analyzed the mobile phone's unique advantages and application forms as a new marketing communication way by using such research methods as deep interview etc. On the basis of thick description of marketing communication media development, considering the previous experiences and viewpoints about mobile phone marketing in western countries and Japan, the present paper developed the model to reasonably apply the new media of mobile phone as an advertising marketing channel, also discussed and analyzed the disadvantages in the existing application of mobile phone marketing communication, and proposed suggestions for the application model of marketing communication of mobile phone's ads, offering a totally new perspective for the market-oriented enterprises and marketing persons after the 3G mobile communication technology is adopted in China.