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Research on Mobile Marketing Strategy Based on SICAS Model—A Case Study of Yili Group
School of Management, Jinan University, Guangzhou, China
- 1 School of Management, Jinan University, Guangzhou, China
American Journal of Industrial and Business Management·Volume 09 (2019)·Pages 1059–1075·Published 4 April 2019·DOI10.4236/ajibm.2019.94073
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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.
KeywordsMobile MarketingSICAS ModelAdvertisementYili
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