Mobile Internet Era Of Large Department Store Marketing Model Transformation Research

Mobile Internet is the most enthusiastic transformation of the object focus on those large market size,wide coverage,high frequency of consumption,the choice of more categories of industry,the retail industry is bound to be the subject of transformation.In the mobile Internet era,consumer information acquisition,product selection and post purchase experience changed way of sharing,resulting in consumption showing a fragmented,diversified,personalized and rational characteristics of retail industry especially put forward severe challenges to the traditional marketing mode of large department stores.How to adapt to the mobile Internet era of consumer characteristics and market environment of the new marketing model,is placed in front of China's department stores a problem.Based on this,this paper based on the analysis of the present situation of network marketing of large department stores,from the four dimensions of consumer demand,dynamic communication,value delivery,data decision to design a to 4D mobile Internet era marketing model,to achieve the transformation of the mobile internet marketing model.The research of this paper is not only a useful supplement to the current marketing theory innovation,but also can provide inspiration for the adjustment and optimization of the marketing strategy of department stores in our country.This paper uses theoretical analysis method,dialectical analysis method and literature summary,in the construction of 4D marketing framework and analysis of network marketing on the basis of the status quo,the optimization design of the large department stores,the new marketing mode in the mobile Internet era and puts forward some countermeasures and suggestions.The main conclusions were as follows: Firstly,this paper reveals the consumption behavior characteristics of the mobile Internet era,showing the time fragmentation,spatial diversity,demand for personalized and rational decision-making.Secondly,the paper constructs the 4D marketing model,which is the core of consumer demand,which includes customer demand,dynamic communication,value delivery and data decision.Thirdly,the paper based on the framework of 4D marketing model,the design of the marketing model of the specific strategy of the Internet transformation.In consumer demand,marketing analysis and recognition of all aspects of customer demand,create customer demand forecast and the use of Internet tools and social media platform;in dynamic communication,to understand changes in ways of information communication of mobile Internet era and build a dynamic three-dimensional communication mechanism;in value transfer,products value dimension and focus on the customer experience,value transfer and share to the customer to choose the appropriate path of effective data;in decision-making,multi-channel data acquisition and data analysis,provide data support for the realization of precise positioning and personalized marketing.Lastly,the paper puts forward countermeasures and suggestions from three aspects: reducing the burden of enterprises,creating a fair environment,focus on consumer demand,reshaping the marketing system,improving the management system and integrated marketing channels.