Back
 AJIBM  Vol.9 No.4 , April 2019
Research on Mobile Marketing Strategy Based on SICAS Model—A Case Study of Yili Group
Abstract:
With the rapid development of mobile communication and electronic technology, the Internet with mobile device has become the most popular way for people to access. Mobile marketing came into being with a distinctive mark. From the perspective of SICAS model, this paper analyzed the concept and status of mobile marketing, and the marketing case of traditional dairy products brand Yili group. Based on literature research, data analysis and field research, this paper comes to the following conclusions for the enterprises: 1) Ad content optimization; 2) Ad technology optimization; 3) Communication optimization; 4) Ad placement optimization. This study provides a new perspective on the marketing of mobile Internet.
Cite this paper: Huang, L. (2019) Research on Mobile Marketing Strategy Based on SICAS Model—A Case Study of Yili Group. American Journal of Industrial and Business Management, 9, 1059-1075. doi: 10.4236/ajibm.2019.94073.
References

[1]   Shankar, V. and Balusbramanian, S. (2009) Mobile Marketing: A Synthesis and Prognosis. Journal of Interactive Marketing, 23, 118-129. https://doi.org/10.1016/j.intmar.2009.02.002

[2]   Pedersen, W., Helge, T. and Pierre, B. (2005) Mobilizing the Brand: The Effects of Mobile Services on Brand Relationships and Main Channel Use. Journal of Service Research, 7, 257-276.
https://doi.org/10.1177/1094670504271151

[3]   Krum, C. (2010) Mobile Marketing: Finding Your Customers No Matter Where They Are. Journal of Consumer Marketing, 28, 239-240.

[4]   Varnali, K. and Toker, A. (2010) Mobile Marketing Research: The-State-of-the-Art. International Journal of Information Management, 30, 144-151.
https://doi.org/10.1016/j.ijinfomgt.2009.08.009

[5]   Venkatesh, S. and Sridhar, B. (2009) Mobile Marketing: A Synthesis and Prognosis. Journal of Interactive Marketing, 23, 118-129. https://doi.org/10.1016/j.intmar.2009.02.002

[6]   Levinson, P. (2004) Cellphone: The Story of the World’s Most Mobile Medium and How It Has Transformed Everything. Future Survey.

[7]   Cindy, K. (2010) Mobile Marketing: Finding Your Customers No Matter Where They Are. Que Publishing.

[8]   Ström, R., Vendel, M. and John, B. (2014) Mobile Marketing: A Literature Review on Its Value for Consumers and Retailers. Journal of Retailing & Consumer Services, 21, 1001-1012.
https://doi.org/10.1016/j.jretconser.2013.12.003

[9]   Martin, C. and Booksx, I. (2011) The Third Screen: Marketing to Your Customers in a World Gone Mobile. Nicholas Brealey.

[10]   Feng, H.P. and Wen, D.F. (2007) Mobile Marketing: The Ultimate Weapon of Marketing. Guangdong Economic Press.

[11]   Tiru, M., Kuusik, A. and Lamp, M.L. (2010) LBS in Marketing and Tourism Management: Measuring Destination Loyalty with Mobile Positioning Data. Journal of Location Based Services, 4, 120-140. https://doi.org/10.1080/17489725.2010.508752

[12]   Chen, Y.L. and Huang, T.Z. (2012) Mechanism Research of OWOM Marketing Based on SOR and AISAS. Advanced Materials Research, 5, 403-408.
https://doi.org/10.4028/www.scientific.net/AMR.441.403

[13]   Wang, A. (2011) Branding over Internet and TV Advertising. Journal of Promotion Management, 17, 275-290. https://doi.org/10.1080/10496491.2011.596125

[14]   Xu, D.J. (2006) The Influence of Personalization in Affecting Consumer Attitudes toward Mobile Advertising in China. Journal of Computer Information Systems, 47, 9-20.

[15]   Hampson, S.E., Martin, J., Jorgensen, J. and Barker, M. (2009) A Social Marketing Approach to Improving the Nutrition of Low-Income Women and Children: An Initial Focus Group Study. Public Health Nutrition, 12, 1563-1568. https://doi.org/10.1017/S1368980009004868

[16]   Shintaro, O., Akihiro, K. and Mamoru, N. (2007) How Mobile Advertising Works: The Role of Trust in Improving Attitudes and Recall. Journal of Advertising Research, 47, 165-178.
https://doi.org/10.2501/S0021849907070195

[17]   Mcluhan, M. (1987) The Medium Is the Massage. Management Learning, 18, 25-30.
https://doi.org/10.1177/135050768701800104

[18]   Hsieh, M.Y. (2018) SoLoMo Technology: Exploring the Most Critical Determinants of SoLoMo Technology in the Contemporary Mobile Communication Technology Era. Journal of Ambient Intelligence and Humanized Computing, 9, 307-318.
https://doi.org/10.1007/s12652-016-0375-2

[19]   Del Vecchio, P., Di Minin, A., Petruzzelli, A.M., Panniello, U. and Pirri, S. (2018) Big Data for Open Innovation in SMEs and Large Corporations: Trends, Opportunities, and Challenges. Creativity & Innovation Management, 27, 6-22. https://doi.org/10.1111/caim.12224

[20]   Nelson, T.O. (1990) Metamemory: A Theoretical Framework and New Findings. Psychology of Learning & Motivation, 26, 125-173. https://doi.org/10.1016/S0079-7421(08)60053-5

[21]   Krugman, H.E. (1983) Television Program Interest and Commercial Interruption. Journal of Advertising Research, 23, 21-23.

 
 
Top