Marketing in the Mobile Internet Era

The future is here! There are some new features in the marketing of the mobile Internet era.

开设学校:郑州大学;学科:经济学、

Marketing in the Mobile Internet Era课程:前往报名学习

Marketing in the Mobile Internet Era视频慕课课程简介:

The future is here! There are some new features in the marketing of the mobile Internet era.

前往报名学习

Marketing in the Mobile Internet Era课程列表:

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Chapter 1 Introduction to the Course "Marketing in the Mobile Internet Era"

-1.1 Marketing is everywhere

--1.1 Marketing is everywhere

-1.2 Marketing enters a new era

--1.2 Marketing enters a new era

-1.3 New characteristics of marketing in the mobile Internet era

--1.3 New characteristics of marketing in the mobile Internet era

-1.4 Exercises and case analysis

--Exercises 1

-Case Discussion 1: WeChat + Weibo

Chapter 2 Understanding the Internet Era

-2.1 Experience the Internet era from the development of e-commerce

--2.1 Experience the Internet era from the development of e-commerce

-2.2 From the Internet to the mobile Internet

--2.2 From the Internet to the mobile Internet

-2.3 Exercises and case analysis

--Exercises 2

-Case Discussion 2: Alibaba's Business Ecosystem

Chapter 3 Internet Thinking

-3.1 Internet genes and Internet thinking

--3.1 Internet genes and Internet thinking

-3.2 "Internet +" and "+ Internet"

--3.2 "Internet +" and "+ Internet"

-3.3 Mobile Internet → Internet of Things → Internet of Everything

--3.3 Mobile Internet → Internet of Things → Internet of Everything

-3.4 Exercises and case analysis

--Exercises 3

-Case Discussion 3: Tencent

Chapter 4 Evolution of marketing ideas

-4.1 Marketing management philosophy

--4.1 Marketing management philosophy

-4.2 New theory of marketing strategy mix

--4.2 New theory of marketing strategy mix

-4.3 Exercises and case analysis

--Exercises 4

-Case Discussion 4: IP Marketing and the New Era of Creative Culture

Chapter 5 Value Discovery

-5.1 Blue Ocean Strategy

--5.1 Blue Ocean Strategy

-5.2 User thinking

--5.2 User thinking

-5.3 Innovation and reconstruction

--5.3 Innovation and reconstruction

-5.4 Exercises and case analysis

--Exercises 5

-Case Discussion 5: Didi’s Sharing Economy

Chapter 6 Stakeholders of Value-Creating Subjects

-6.1 Value resonance of stakeholders

--6.1 Value resonance of stakeholders

-6.2 Exercises and case analysis

--Exercises 6

-Case Discussion 6: The Myth of Pinduoduo(PDD)

Chapter 7 Evolution of Value Creation Theory

-7.1 Value chain and value network

--7.1 Value chain and value network

-7.2 Value Ecosystem

--7.2 Value Ecosystem

-7.3 Exercises and case analysis

--Exercises 7

-Case Discussion 7: Strategic Thinking of JD.com

Chapter 8 Value creation in the mobile Internet era

-8.1 Long Tail Economy

--8.1 Long Tail Economy

-8.2 End-pipe-cloud creates value synergistically

--8.2 End-pipe-cloud creates value synergistically

-8.3 Exercises and case analysis

--Exercises 8

-Case Discussion 8: Haier / Huawei(choose one)

Chapter 9 Value creation features in the mobile Internet era

-9.1 Crossover

--9.1 Crossover

-9.2 Experience Economy

--9.2 Experience Economy

-9.3 Free Economy

--9.3 Free Economy

-9.4 Exercises and case analysis

--Exercises 9

-Case Discussion 9: Crossover of Meituan

Chapter 10 Community: the Value-Creating Subjects

-10.1 Community Economy

--10.1 Community Economy

-10.2 Social bonuses

--10.2 Social bonuses

-10.3 Exercises and case studies

--Exercises 10

-Case discussion 10: The power of Xiaomi fans

Chapter 11 New Marketing

-11.1 Micromarketing

--11.1 Micromarketing

-11.2 Decentralization

--11.2 Decentralization

-11.3 O2O

--11.3 O2O

-11.4 Exercises and case studies

--Exercises 11

-Case Discussion 11: The difference between new retail and O2O

Chapter 12 New Theories and New Features of Consumer Purchase Behavior

-12.1 AIDMA → AISAS → SCIAS

--12.1 AIDMA → AISAS → SCIAS

-12.2 Interactive marketing

--12.2 Interactive marketing

-12.3 Precision marketing

--12.3 Precision marketing

-12.4 Exercises and case studies

--Exercises 12

-Case Discussion 12: Jinritoutiao vs. Qutoutiao

Chapter 13 Mobile Search Marketing

-13.1 PC Internet Search Engine Marketing

--13.1 PC Internet Search Engine Marketing

-13.2 Mobile Internet Search Engine Marketing

--13.2 Mobile Internet Search Engine Marketing

-13.3 Theory of New Media Integrated Marketing

--13.3 Theory of New Media Integrated Marketing

-13.4 Exercises and case studies

--Exercises 13

-Case Discussion 13: The future of Baidu

Chapter 14 Big Data Marketing

-14.1 APP platform marketing

--14.1 APP platform marketing

-14.2 Big Data and Cloud Computing

--14.2 Big Data and Cloud Computing

-14.3 Aboriginal Internet

--14.3 Aboriginal Internet

-14.4 Crowd Creation

--14.4 Crowd Creation

-14.5 Exercises and case studies

--Exercises 14

-Case Discussion 14: Douyin or Kuaishou?

Chapter 15 New Marketing Thoughts in the Mobile Internet Era

-15.1 Integration and Openness

--15.1 Integration and Openness

-15.2 Altruistic Competitiveness

--15.2 Altruistic Competitiveness

-15.3 Strong and weak relationship

--15.3 Strong and weak relationship

-15.4 Word-of-mouth marketing

--15.4 Word-of-mouth marketing

-15.5 Exercises and case studies

--Exercises 15

Chapter 16 From Consumer Internet to Industrial Internet

-16.1 Industrial Internet

--16.1 Industrial Internet

-16.2 Exercises and case studies

--Exercises 16

-Case Discussion 15: The rise of Qutoutiao

Mind Map of "Marketing in the Mobile Internet Era"

-Mind Map of "Marketing in the Mobile Internet Era"

--Mind Map of "Marketing in the Mobile Internet Era"

Final test

-Final test

Marketing in the Mobile Internet Era开设学校:郑州大学

Marketing in the Mobile Internet Era授课教师:

王千-教授-郑州大学-

王千,郑州大学商学院教授,管理案例研究中心副主任。南开大学虚拟经济与管理研究中心博士,南开大学商学院公司治理研究院博士后。清华大学经管学院进修教师,英国诺丁汉大学访问学者。河南省商务厅商务预报专家团成员,河南省工信厅电子商务专家库成员。全国MBA教育指导委员会&中国管理案例共享中心全国百篇优秀案例评审专家,中国管理案例共享中心入库案例评审专家。自2002年以来围绕虚拟经济与管理领域展开研究,目前主要关注移动互联网时代的商业模式创新、社群生态圈商业模式及新媒体整合营销传播问题等研究领域。主持国家自科项目1项,教育部项目2项,省级项目2项。出版学术专著《新经济时代的价值创造》、《房地产虚拟资产特性与宏观经济稳定》、《新工业文明时代的价值创造》等3部,先后在《中国工业经济》(4篇)、《经济理论与经济管理》(1篇)和其他CSSCI核心期刊上发表论文20多篇。2008年以来深入河南省多家企业调研并开发案例,先后有7篇案例入选中国管理案例共享中心数据库,其中3篇分别获2011年、2012年、2015年全国“百篇优秀管理案例”。参编《亚洲企业实践:中国MBA案例建设集萃》(第4辑)及《管理案例研究与开发》(第4辑)等案例集2部。作为河南省商务厅、河南省工信厅专家积极深入河南企业进行考察和咨询,多次参与河南省商务厅的项目评审工作。

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