Marketing Research Based On Mobile Terminal Users' Situation Demand

With the continuous expansion of mobile internet users, people really stride into a era that the network keeps around people, and wherever or whenever you are, the network will be always online. With the continuous improvement and diversification of surfing environment and terminal equipment, the online virtual world and offline real world of mobile terminal users have increasingly integrated and overlapped. Mobile Internet service has been deeply integrated into the user's life in every aspect. For mobile terminal users, the situation is the main factor that affects their consuming behavior. In this background, there is great significance and value to study the marketing research based on situation demands of mobile terminal users.The person is the center of Mobile terminal marketing.In the future,we will focus on individual customers, rather than segment the market. Through the mobile terminal to achieve the user's personalized situational to make marketing plan has a natural advantage. To analysis the micro and macro marketing environment of mobile terminal user's situation demand helped to prove the marketing based on the mobile terminal user situation is more feasible. The study take the 4I as the guiding principle.Apply the principle should use the interesting to grabs people's attention from complex situation,create something useful to meet the demands of users in real situation,interact with users to enhance their experience,respect for user's personalization demand to win the long tail market.In detail the contend and form of the information,the material and spiritual satisfaction of users,the interaction with people and environment,the minority and continuous situational demands are important.In addition,the paper have analyze the behavior of mobile terminal users based on SICAS mode, then put forward the new PAPES marketing mode, and discuss the key points of PAPES mode in details. The key points include to change the thinking way from the user perceived scene to perception situation, to analyze the individual needs in order to achieve more profit, to find specific point to transmit value, to evaluate the marketing effect from the perspective of behavior, to update and storage data in time, and to focus on the privacy of users.