移动商务对消费品行业的影响研究-《集美大学学报》（哲社版）

文章信息/Info

Title:: Research on the impacts of Mobile Commerce on the Consumable Industry

Author(s):: ZHANG Yi-hua; WANG Yuan; (School of Business Administration, Jimei University, Xiamen 361021, China)

摘要:: 近年来，随着消费品行业竞争的加剧，行业效益增速趋缓，渠道混和经营的趋势也以综合应用移动商务的通讯模式、信息服务模式、广告模式和销售模式；移动商务所提供的差异化本地服务，使得企业不仅能够快速反应消费者的需求，同时还可以利用广告与信息服务模式相结合，推介本地化广告信息吸引消费者；利用销售模式向消费者提供商品销售服务，从而获得利润。

Abstract:: In recent years, with the competition in the consumer goods industry has been increasing, the industry benefit growth has been slowed down, and the trend of multi-channel mixing business is becoming more and more apparent. The revolution era brought by mobile commerce had a huge impact on the consumer goods industry. The differentiated local service provided by communication model, information service model, advertising model and sales model of mobile commerce in the consumer goods industry, not only allows companies can quickly react to consumer demand, but also can combine advertising with information service model, to attract consumers through introduce localized advertising information, and use sales model to provide merchandising services to consumers, and thus make a profit.