| In2009,China formally entered into the era of3G, and during this period, the internet speedof mobile phone is quite rapid and the number of smart-phone users are expanding，consolidating the mobile phone’s status as the fifth media. Therefore, wireless marketing,through which advertisement information is launched by the mobile media, becomes more andmore popular because of its precision and interactivity. Only by fully understanding the differentconsumer preferences of the mobile phone users, can we truly realize the precise “one-to-one”marketing effectiveness of the wireless marketing. This paper uses the ABC attitude model todesign the questionnaire and try to examine the mobile phone users cognition about the wirelessmarketing, emotion and consuming intention through the method of Empirical Research.The survey finds that over ninety percent of mobile phone users ever contacted with mobileadvertisement, but only twenty percent of users would like to receive the advertisement throughthe wireless marketing. Through further analysis, it is reported that getting useful information,personalized information and special offer are the main reasons they would like to receivewireless advertising. Among them, men pay more attention to personality, while womenrelatively care about getting the offers; Mobile phone users know best about text message, butmost of them don’t want to receive them, and though few know about Cell broadcast andtwo-dimension code advertisement, half of them think they are very useful. Besides, theadvertisement of mobile application software is more popular.According to the research, it is put forward that we should take some measures such asenhancing the anthenticity of the mobile advertising, paying more attention to the interpersonalcommunication of the new media, developing the appliction of the enterprise or brand,makinguse of the interest to impress potential consumer and so on in order to provide the marketingsuggestion for the enterprise. |
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