The Scene Marketing Research In Mobile Internet Era

The development of mobile Internet has made phone applications the“strongest heart”.This has not only brought about a new media revolution,but has also accelerated the evolution of the personalization of communication subjects and the interpersonalization of communication methods.In the new communication ecology,information is not the "core",and people have become the focus of everything.The upgrading of consumer demand has also brought new opportunities to the marketing of mobile internet.Certain times,specific environments,and specific combinations have begun to affect people's needs.The scene has become a super entry for marketing in the mobile Internet era.Through close connection with people's lives,scene marketing makes fragmentation,instant,and interaction become meaningful,and continues to create new content,new services,new relationships,detonating people's interest and high participation.With the marketing revolution caused by scene marketing,based on the predecessors'research,Firstly,this article starts with the background of the scene marketing,makes an in-depth study of the origin and development of the scene marketing,and discusses the related concepts of scene marketing in the era of mobile internet.The norms,characteristics,and advantages.Secondly,as for the application and construction of scene marketing,this paper creatively proposes three levels of scene marketing construction:the provision of a context that emphasizes product functionality,and from the object to the situation:From the emphasis on product functions to the emphasis on psychological satisfaction,from situation to mood:the value and individual satisfaction in the "immersive experience",through the creation of the physical,contextual,and artistic conceptions,the scene marketing is not only providing information adaptation services,but also Can also trigger people's immersive participation,generate value resonance,provide consumers with high-quality products and services;of course,although the scene marketing development is in full swing,but there are many problems in the marketing process,for these issues,this paper proposes Want to better play the role of the scene,the key is to improve the user privacy protection mechanism Break through technical barriers and attach importance to the integration of marketing media;in the future,with the development of technology,the opening of data,and the deepening of sharing,the content and form of scene marketing will be further enriched,and the deepening and transformation of different dimensions of reality and virtual space will be more comprehensive.Three-dimensionally meet consumer demand and role expectations.