中文摘要：

基于互联网＋的O2O模式联动视角,文章构建了一种移动互联网环境下营销转型决策模型,注重客户需求和感知,替代了以竞争为中心的营销决策模式,通过中小通信企业有效资源的综合运用,提升企业的高度一体化营销决策能力。最后,借助某通信企业的终端营销案例分析,进一步验证了该营销转型决策模式的实用性与创新性。

英文摘要：

The paper, based on the interactive perspective of online to offline mode in internet＋ environment, focuses on building a marketing transformation decision model in the mobile internet environment, emphasizing customer needs and per- ception, replacing competition-centered marketing decision-making model, improving enterprises＇ highly integrated mar- keting decision-making ability through comprehensive application of efficient resources of small and medium-sized communi- cation enterprises. Finally, the paper further validates the practicality and novelty of the marketing transformation decision model by a case study of terminal marketing of a communication enterprise.