黄丽娟，夏筱萌

• 1:西安电子科技大学 经济与管理学院，陕西 西安 710071

摘要(Abstract)：

在移动互联网和移动通信技术蓬勃发展的今天，越来越多的企业开始尝试开展效率高且成本低的移动营销，而国内学术界在该领域的研究还主要集中在案例介绍及实践探索上，相关理论研究才刚刚起步。鉴于此，本文对国外相关文献进行了回顾与梳理，介绍了移动营销的定义、特征与类型，辨析了移动营销与传统营销的区别，对移动营销的消费者行为如态度、接受、采纳与使用等主题的研究进行了回溯，对移动营销的感知价值包括消费者感知价值与企业感知价值两个方面的现有研究成果进行了述评，并在此基础上对未来进一步的研究方向进行了展望。

关键词(KeyWords)： 移动营销；移动广告；移动设备；消费者行为；感知价值

Abstract:

Keywords:

基金项目(Foundation):

作者(Author): 黄丽娟，夏筱萌

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