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摘要：截至2012年6月，我国手机网民规模达到3.88亿，网民中用手机接入互联网的用户占比已达到72.2%，首次超过台式电脑，成为我国网民的第一大上网终端。移动应用带来的用户数和流量增长迅猛，目前手机端接入人数已经超过PC端，使用时间和访问页面数量，去年12月底手机端也略微超过电脑端。这一趋势随着移动互联网的普及将更加明显。移动互联网的蓬勃发展和宏伟的发展蓝图为企业描绘了一个崭新的未来世界，面对如此庞大的用户群体，在移动互联网上面存在什么样的营销机会和模式？如何利用移动互联网进行营销，自然成为企业值得去思考的问题。当今在新媒体技术引领下的网络时代，信息传播渠道正在发生翻天覆地的变化，特别是移动通信和互联网已成为当今世界发展最快、市场潜力最大、前景最诱人的两大业务，它们的增长速度都是任何预测家未曾预料到的，所以可以预见移动互联网将会创造一个前所未有的经济神话。
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关键词： 移动互联网；企业；市场营销；应用4043
Mobile Internet application in Marketing
Abstract: As of June 2012, the scale of mobile Internet users in China reached 388 million, netizens accounted for using mobile phone access to the Internet users has reached 72.2%, more than desktop computers for the first time, became the first big Internet terminals in China's Internet users. Mobile application bring the number of users and traffic is growing rapidly, the mobile terminal access number has more than PC, using time and access to the page number, the end of December last year end handsets also slightly more than computer. It is a trend with the popularity of the mobile Internet will be more obvious. The vigorous development of mobile Internet and the development of the grand blueprint for the enterprise represents a whole new world of the future, in the face of such a large user base, above the mobile Internet is what kind of marketing opportunities and pattern? How to make use of mobile Internet marketing, naturally become worth thinking about. Today in the new media technology led the network era, information transmission channels is undergoing earth-shaking changes, especially in the mobile communications and the Internet has become the world's fastest growing, largest market potential, prospects for the most attractive business, their growth speed is any prediction of the unforeseen, so I can foresee the mobile Internet will create an unprecedented economic myths.
Key words: Mobile Internet；enterprise；marketing；application
目 录
一、绪论 1
（一）移动互联网的基本特点 1
（二）移动互联网的应用领域 1
二、移动互联网的现状以及未来的发展趋势 3
（一）我国移动互联网的现状分析 3
（二）我国移动互联网的未来发展趋势分析 4
三、移动互联网下的市场营销模式选择 6
（一）移动互联网下的市场营销模式种类 6
（二）移动互联网在企业市场营销中的运用 7