skip to main content
10.1145/3568834.3568913acmotherconferencesArticle/Chapter ViewAbstractPublication PagesicibeConference Proceedingsconference-collections
research-article

Mobile E-Commerce Marketing Mode and Strategy Based on WAP

Published: 25 January 2023 Publication History

Abstract

WAP is a wireless application protocol specially used for mobile Internet access. It can also be regarded as a wireless network protocol tailored for mobile phones, which are special mobile devices. As a form of e-commerce and a trend and force that cannot be ignored in the development of future business forms, mobile e-commerce is also faced with the problem of choosing a marketing strategy. For WAP mobile commerce, since the form of its products is no longer a single entity form, and even companies no longer have physical stores to implement their marketing strategies, the traditional marketing strategy combination needs to be further developed and improved in mobile e-commerce. In order to enhance the competitiveness of enterprises in the e-commerce industry, this paper constructs a mobile e-commerce marketing model based on WAP, hoping that this model can create new profit points for enterprises. This paper tests the effectiveness of this marketing model based on the methods of confidence test and market research evaluation. The results show that consumers' perceived risk of WAP mobile commerce products is less than 0.05, and more than 85% of consumers are satisfied with mobile services. The results verify that the effectiveness of the model. The innovation of this paper is that by studying consumers' perception and evaluation of WAP marketing model services, it shows that consumers recognize the WAP-based mobile e-commerce marketing model, so this marketing model can be promoted in future e-commerce marketing.

References

[1]
Erdmann A, Ponzoa J M. 2020. Digital inbound marketing: Measuring the economic performance of grocery e-commerce in Europe and the USA. Technological Forecasting and Social Change, 162(120373):1-13.
[2]
Mandal P C. 2021. Adoption of E-Commerce and M-Commerce Marketing Practices: Roles in Customer Delight. International Journal of Business Strategy and Automation, 2(3):20-35.
[3]
Darsono J T, Susana E, Prihantono E Y, 2019. Strategic policies for small and medium businesses in marketing through e-commerce. Journal of Entrepreneurship and Sustainability Issues, 7(2):1230-1245.
[4]
Juwito J, Zuhri S. 2020. COMMUNICATION STRATEGY AS FACEBOOK SOCIAL NETWORK MARKETING E-COMMERCE MEDIA COMMUNITY SURABAYA (Descriptive Study-Qualitative Sports Equipment Products). Jurnal Mebis (Manajemen dan Bisnis), 5(1):1-11.
[5]
R Dmitrijevs. 2020. Research on Marketing Strategy of Huawei Mobile Phone in European Market. Open Journal of Business and Management, 08(3):1138-1150.
[6]
Gyenge B, Z Máté, Vida I, 2021. A New Strategic Marketing Management Model for the Specificities of E-Commerce in the Supply Chain. Journal of Theoretical and Applied Electronic Commerce Research, 16(4):1136-1149.
[7]
Murdiana R, Hajaoui Z. 2020. E-Commerce marketing strategies in industry 4.0. International Journal of Business Ecosystem and Strategy (2687-2293), 2(1):30-41.
[8]
Romdonny J. 2019. Benefits of E-Commerce in Marketing Creative Industrial Products. Budapest International Research and Critics Institute (BIRCI-Journal) Humanities and Social Sciences, 2(2):267-270.
[9]
Tezza R, Borba E. 2021. ANALYSIS OF USERS' PERCEPTIONS ON MOBILE ELECTRONIC COMMERCE OF FASHION. Revista Alcance, 28(2):197-211.
[10]
Lopatkova Y A, Belyaeva Z S. 2019. The Electronic Commerce Influence on the Social Responsibility of Small and Medium-Sized Businesses in the World Economy. Bulletin of Ural Federal University Series Economics and Management, 18(1):48-68.
[11]
El-Ebiary Y, Abu-Ulbeh W, Alaesa L, 2018. Mobile Commerce in Malaysia—Opportunities and Challenges. Journal of Computational and Theoretical Nanoscience, 24(6):4126-4128.
[12]
Jeong C G, Park J H, Kim J L. 2018. The Effect of Mobile Usage Environment on Consumer Information Acceptance through Mobile Commerce Content Quality and Safety Payment System. The Journal of Internet Electronic Commerce Resarch, 18(2):71-89.
[13]
Murdiana R, Hajaoui Z. 2020. E-Commerce marketing strategies in industry 4.0. International Journal of Business Ecosystem and Strategy (2687-2293), 2(1):30-41.
[14]
VJ Morkunas, J Paschen, E Boon. 2019. How blockchain technologies impact your business model. Business Horizons, 62(3):295-306.
[15]
Alrashdan M T, Al-Maatouk Q, Alrshdan M, 2020. Blockchain Technology in E-commerce Platform. INTERNATIONAL JOURNAL OF MANAGEMENT, 11(10):1688-1697.
[16]
Jaganjac J. 2020. Forecast of E-Commerce Growth in Bosnia and Hercegovina. EMC Review - Časopis za ekonomiju - APEIRON, 10(1):151-167.
[17]
Mehlfelder C. 2019. Maximizing Global E-Commerce Profits. Inbound logistics, 39(1):74-74.
[18]
Tatsuya, Ogura, Takeshi, 2020. Determining Optimal Purchase and Selling Prices by Using the Tendency of Gross Profit in E-Commerce Business. IEEJ Transactions on Electronics, Information and Systems, 140(1):85-92.
[19]
Ariestya W W, Supriyatin W, Astuti I. 2019. MARKETING STRATEGY FOR THE DETERMINATION OF STAPLE CONSUMER PRODUCTS USING FP-GROWTH AND APRIORI ALGORITHM. Jurnal Ilmiah Ekonomi Bisnis, 24(3):225-235.
[20]
Maharjan M. 2019. Analysis of Consumer Data on Black Friday Sales Using Apriori Algorithm. SCITECH Nepal, 14(1):17-21.

Recommendations

Comments

Information & Contributors

Information

Published In

cover image ACM Other conferences
ICIBE '22: Proceedings of the 8th International Conference on Industrial and Business Engineering
September 2022
552 pages
ISBN:9781450397582
DOI:10.1145/3568834
Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected]

Publisher

Association for Computing Machinery

New York, NY, United States

Publication History

Published: 25 January 2023

Permissions

Request permissions for this article.

Check for updates

Author Tags

  1. E-Commerce Industry
  2. Marketing Strategy
  3. Perceptual Evaluation
  4. WAP Mobile Commerce

Qualifiers

  • Research-article
  • Research
  • Refereed limited

Conference

ICIBE 2022

Contributors

Other Metrics

Bibliometrics & Citations

Bibliometrics

Article Metrics

  • 0
    Total Citations
  • 32
    Total Downloads
  • Downloads (Last 12 months)6
  • Downloads (Last 6 weeks)0
Reflects downloads up to 14 Feb 2025

Other Metrics

Citations

View Options

Login options

View options

PDF

View or Download as a PDF file.

PDF

eReader

View online with eReader.

eReader

HTML Format

View this article in HTML Format.

HTML Format

Figures

Tables

Media

Share

Share

Share this Publication link

Share on social media