1、1 中文 6900 字， 4300 单词， 2.3 万英文字符 文献出处： Kontsevaia D B, Berger P D. Mobile Marketing in China: Can WeChat Turn Their New Advertising Strategy into a Sustainable Advantage?J. International Journal of Marketing Studies, 2016, 8(4):37-43. 一、英文 Mobile Marketing in China: Can WeChat Turn Their
2、New Advertising Strategy into a Sustainable Advantage? Abstract WeChat is Chinas equivalent of WhatsApp, Facebook, and Paypal all combined into one app. In this paper, we examine mobile marketing in China, and specifically focus on WeChats strategy in opening up its platform to advertising. Th
3、ere is profit potential and also risk potential for WeChat in adopting this strategy. We discuss aspects of this strategy along various dimensions, compare WeChat and Facebook where relevant, and stress how and why WeChat needs to be cautious as it goes forward, to avoid various pitfalls that were h
4、andled unsuccessfully by Weibo. Core issues that are discussed include differentiation, personalization, customer perception, and the uniqueness of China and the Chinese consumer. Keywords: WeChat, mobile marketing, social media, marketing in China 1. Introduction Mobile marketing is the latest accl
5、aimed marketing strategy. At a time when other marketing channels are said to be losing effectiveness, “mobile” has become the best way to reach consumers. Executives from North America are flocking to mobile as the biggest new solution. “Your mobile device quickly has become the easiest portal into
6、 your digital self,” proclaims Phil Nickinson from Android Central. And Googles Eric Schmidt believes that “Mobile is the future, and theres no such thing as communication overload.” In sum, the marketing world currently loves mobile marketing! Not only has there been a lot of interest in mobile marketing in the past few years, but, perhaps, nowhere has this interest been greater than in selected parts of Asia. In fact, the entire issue of how to market in Asia, and how it differs from general marketing
