1、字数：英文 3025 单词， 15549 字符；中文 5192 汉字 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. 外文文献： Mobile Marketing in China: Can WeChat Turn Their New Advertisin
2、g 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. There is profit potent
3、ial 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 handled unsuccessfull
4、y 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 acclaimed marketing strat
5、egy. 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 your digital self,”
6、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! Before getting carried away by wonderful quotes about mobile and its place in everyones future, however, one might reflect on the following phrase from Matt Haig, author of Mobile Marketing: The Message Revolution: “End users, not technologies, shape the marke
