From Broadcast To Respond

Consumption behavior model is the modeling expression of consumer behavior process. It reflects the behavior of consumers, and it is a basic for enterprises to develop marketing strategies and conduct marketing activities. It is an important tool widely used by marketing and advertising personnel. The transmission mode of consumption information is an important factor affecting consumer behavior, so the consumption behavior model changes following the changes of the media.SoLoMo (Social-Local-Mobile) is the development trend Internet nowadays. It is changing the Internet into a new marketing communication Ecosystem. The communication environment and the users’ consumption behavior of mobile Internet have been changing, so that the traditional consumption behavior model no longer applies now. A new model is needed urgently. This study research and analysis the SoLoMo trends of the Internet, and investigate the changes of behavior of SoLoMo media users, and then present a new consumption behavior model applied to the new communications environment, aiming to seek a more effective marketing method for enterprises.This paper first analyzes the changes of Internet marketing communication environment under SoLoMo trend from the view point of information dissemination mode, Internet media forms and consumption behavior of Internet users. We find that the Internet information dissemination mode has entered into the Internet3.0age, Which has more circles and relationships crossing, diffusing and polymerizing. There is a convergence trend between different Internet media forms, and the consumption behavior of mobile Internet users has changed enormously. Then we review the history and development of the classic AIDMA and AISAS models, which have been showed the inadaptability gradually under SoLoMo trend. Linear models have been unable to describe the nonlinear behavior of Internet users, and the changes of media have realized a closer two-way interaction between enterprises and consumers. Based on the above analysis, we build a new consumption behavior model:IERAS,"Interest &Interact-Express&Express-Receive Response-Action-Share&Spread". Then developed a fifth-order marketing strategy for IERAS mode, and propose "Respond Accurately, Push Intelligently" as the core action to make business information match up with consumers’ behavior, interest, emotion and rationality. We believe this study can provide constructive suggestions for the enterprises to conduct marketing activities in SoLoMo times.