移动营销研究述评与展望

摘要

In these days with fast development of mobile internet and mobile technology , more and more companies begin to implement efficient and low-cost mobile marketing .Do‐mestic academia still focuses on case study and practice exploration ,and related theoretical study is just in an initial stage .T his paper makes a review of related literature ,introduces the definition ,features and types of mobile marketing ,analyzes the differences betw een mobile marketing and traditional marketing ,discusses the research topics of mobile consumer behav‐ior ,including attitude ,acceptance ,adoption and use ,and summarizes existing results of per‐ceived value of mobile marketing ,including consumer perceived value and enterprise per‐ceived value .Finally ,it addresses several directions in future research .%在移动互联网和移动通信技术蓬勃发展的今天，越来越多的企业开始尝试开展效率高且成本低的移动营销，而国内学术界在该领域的研究还主要集中在案例介绍及实践探索上，相关理论研究才刚刚起步。鉴于此，本文对国外相关文献进行了回顾与梳理，介绍了移动营销的定义、特征与类型，辨析了移动营销与传统营销的区别，对移动营销的消费者行为如态度、接受、采纳与使用等主题的研究进行了回溯，对移动营销的感知价值包括消费者感知价值与企业感知价值两个方面的现有研究成果进行了述评，并在此基础上对未来进一步的研究方向进行了展望。