移动时代全景营销模式：三元交互协同与产品一体化情感激发

移动互联网已成为发展趋势，用户行为决策开始呈现全景、同步和交互特征。本研究试图对移动互联网环境下用户行为与商业模式进行系统研究。企业可利用移动互联网赋能的交互情景化和可计算性，构建“移动用户-场景-产品”的三元同步交互网络。通过全景营销模式（刺激），激发用户产品一体化情感（机制），从而诱发用户的口碑传播和分享行为（响应），进而影响更多人的消费决策。本项目基于SOR框架，试图通过大数据和小数据的整合，探讨上述移动互联网环境下的全景营销商业模式创新思路：（1）刺激策略（Stimulus）：移动三元同步交互全景营销模式的构建，力求解决移动全景营销策略问题（What）,（2）机制（Organism）：移动三元同步交互全景营销的情感激发，力求解决移动全景营销的机理问题（Why），（3）响应模式（Response）：产品一体化情感对用户分享行为的诱发，力求解决移动全景营销的效果问题（How）。

The mobile internet is clearly trending up. Users’ behaviors and decisions feature the property of Omni, synchrony and interaction. This project attempts to systematically investigate the new features of user behaviors and new thoughts of business model innovation in the mobile internet environment. Mobile internet makes interactions more context-based and computable, and enables firms to construct an omni synchronous tripartite interaction network constituted by “mobile user-context-product”. Omni synchrony management (Stimulus) can stimulate user’s product-driven integral affect by bringing consumers a new panoramic experience (Organism), and thus induce more word-of-mouth and interactive sharing behaviors between users (Response), and ultimately affected more consumer’s decision making and buying behavior. Based on SOR framework, this project attempts to implement these new thoughts of business model innovation in the mobile internet environment by combining big data and small data and to answer the following questions: (1) Stimulus strategy(S): construct omni synchronous tripartite interaction model to develop the strategy of mobile omni marketing (What), (2) Organism (O): stimulate user’s affect to find out the mechanism of mobile omni marketing (Why), (3) Response pattern (R): encourage user’s sharing behavior, by inducing user’s product-driven integral affect, to solve the effectiveness of mobile omni marketing (How).