关键词: 移动互联网, 全渠道, 营销中的社会责任, 重大事件中的营销, 金融与营销

Abstract: The current marketing environment faced by Chinese enterprises has four important characteristics. Facing the new marketing environment, the mission of marketing research has also changed. This study proposes a new marketing research mission in the face of the ever-changing marketing environment. It reviews five aspects of relevant literature, including omni-channel marketing research in the era of mobile Internet, information dissemination and consumer behavior research on Internet platforms, corporate social responsibility in marketing activities, marketing research toward important events, and interface of marketing and corporate finance. On the basis of that, it further provides a comprehensive discussion on potential research issues and offers recommendations for future research.

Key words: Mobile internet, omni-channel marketing, corporate social responsibility in marketing, marketing research toward important events, interface of marketing and corporate finance