成都移动公司移动电子商务盈利模式与发展策略研究
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摘要
随着移动通信技术的不断发展和电子商务实践的深入,移动电子商务的市场正在形成并展现广阔的前景,但是电信重组之后,三大运营商进入全业务运营时代,固网运营商进入移动通信领域,在移动电子商务时代带给移动运营商全所未有的冲击和考验。在传统的互联网电子商务中,固网运营商在电子商务价值链中的主要作用是提供网络接入能力,其直接后果是运营商失去了对业务的控制能力,形成了以应用服务商为核心的运作模式。在移动电子商务快速发展的时代,作为成都本地移动通信市场的领军力量—成都移动如何确立在移动电子商务发展过程中在价值链中的核心地位是其成败的关键所在。
首先本文分析了国内外移动电子商务的特点和发展现状,包括移动电子商务相关概念、技术、特点和应用现状及与传统电子商务的对比。其次运用营销战略分析及管理学知识,采用PEST分析法、SWOT分析等手段,对当前成都移动面临的整体市场格局及环境进行整体分析,并通过对移动电子商务的价值链问题分析,探讨了成都移动发展移动电子商务的前景。然后,研究了成都移动在移动电子商务上的增值业务应用及盈利模式,总结并归纳了成都移动现有的主要盈利模式。最后,研究提出成都移动在未来信息社会中的移动电子商务发展定位,指出成都移动必须依托其巨大的客户规模及资金、渠道、技术等相关优势,有效整合整个价值链,创建合作共赢的商务模式,打造具有地方特色的移动电子商务模式,以在内容及渠道上塑造自身品牌地位,在未来移动电子商务时代确定其在产业价值链中的核心地位。
With the development of both mobile telecom technology and e-commerce, the market of mobile e-commerce is growing with promise. In the traditional Internet e-commerce, communications operators in the value chain of e-commerce has a major role to provide network access. This will inevitably lead to loss of communications operator control of the business, formed to apply the service provider as the core operating mode. In the rapid development of mobile e-commerce, How to establish Chengdu Mobile in the mobile e-commerce value chain is the core of the key to its success or failure.
The research of the paper first analyses the characteristic and current development of domestic and international mobile telecom e-commerce, includes relative concept, technology, mode, current application and contrast of e-commerce. Second, this paper analyses the provincial market structure and environment of Chengdu Mobile, using the marketing strategy analysis and management knowledge, such as SWOT analysis, PEST analysis.The paper discusses about the prospect of mobile e-commerce by analyzing its value chain and profit pattern. Then it investigates the profit mode of e-commerce and summarizes mostly profit modes of Chengdu Mobile. At the end, Chengdu Mobile development position is studied in the future mobile e-commerce. Meanwhile, considering the advantages of huge customer group handsets, it is believed to combine the industry chain by considering organic integration between the products and marketing channel. This paper suggests the Chengdu Mobile, which focus on the development of mobile e-commerce, to determine the core of the value chain in the future.
首先本文分析了国内外移动电子商务的特点和发展现状,包括移动电子商务相关概念、技术、特点和应用现状及与传统电子商务的对比。其次运用营销战略分析及管理学知识,采用PEST分析法、SWOT分析等手段,对当前成都移动面临的整体市场格局及环境进行整体分析,并通过对移动电子商务的价值链问题分析,探讨了成都移动发展移动电子商务的前景。然后,研究了成都移动在移动电子商务上的增值业务应用及盈利模式,总结并归纳了成都移动现有的主要盈利模式。最后,研究提出成都移动在未来信息社会中的移动电子商务发展定位,指出成都移动必须依托其巨大的客户规模及资金、渠道、技术等相关优势,有效整合整个价值链,创建合作共赢的商务模式,打造具有地方特色的移动电子商务模式,以在内容及渠道上塑造自身品牌地位,在未来移动电子商务时代确定其在产业价值链中的核心地位。
With the development of both mobile telecom technology and e-commerce, the market of mobile e-commerce is growing with promise. In the traditional Internet e-commerce, communications operators in the value chain of e-commerce has a major role to provide network access. This will inevitably lead to loss of communications operator control of the business, formed to apply the service provider as the core operating mode. In the rapid development of mobile e-commerce, How to establish Chengdu Mobile in the mobile e-commerce value chain is the core of the key to its success or failure.
The research of the paper first analyses the characteristic and current development of domestic and international mobile telecom e-commerce, includes relative concept, technology, mode, current application and contrast of e-commerce. Second, this paper analyses the provincial market structure and environment of Chengdu Mobile, using the marketing strategy analysis and management knowledge, such as SWOT analysis, PEST analysis.The paper discusses about the prospect of mobile e-commerce by analyzing its value chain and profit pattern. Then it investigates the profit mode of e-commerce and summarizes mostly profit modes of Chengdu Mobile. At the end, Chengdu Mobile development position is studied in the future mobile e-commerce. Meanwhile, considering the advantages of huge customer group handsets, it is believed to combine the industry chain by considering organic integration between the products and marketing channel. This paper suggests the Chengdu Mobile, which focus on the development of mobile e-commerce, to determine the core of the value chain in the future.
引文
[1]王芳.浅析移动电子商务的现状及发展趋势.物流与采购研究,2008,11：109-110
[2]代文锋,王玉珍.我国移动电子商务现状与问题研究.办公自动化杂志,2008,6：23-24
[3]傅铅生,王建玲.如何开拓移动电子商务市场.商业时代,2005,(11)：63-65
[4]邓庆林.日韩移动运营商现状分析比较.中国数据通信,2005,(03)：88-92
[5]董月红.浅析我国移动电子商务发展现状与问题.商业现代化,2006,(08)：108-110
[6]杨萍,杨一涛,张小有.浅谈移动电子商务的发展现状及问题.学术园地,2006,74-76
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[9]杨坚争.移动电子商务营销策略.商业经济与管理,2004,(02)：4-7
[10]代文锋.浅谈移动电子商务.甘肃科技,2005,(10)：77-78
[11]Shih Gary,Shim Simon S.Y. A Service Management Framework for M-Commerce Applications. Mobile Networks and Applications,2002,7:199-211
[12]孟斌,黄毅勤.从商务活动的演进看移动电子商务的价值链构成.当代通信,2005
[13]徐渊,胡治严.移动商务技术驱动因素研究.商业时代,2006,(26)：88-90
[14]E.W.T.Ngai, A.Gunasekaran. A review for mobile commerce research and applications. Decision Support Systems,2005:1-9
[15]傅铅生.电子商务教程.北京,国防工业出版社,2006：77-89
[16]王建军,张召浦.移动电子商务商业模型分析.通信企业管理,2006,(01)：63-65
[17]李娜.基于价值链的移动电子商务模式浅析.中国科技信息,2007,5：177-179
[18]Yuntsai chou, Chiwei Lee, Jianru Chung. Understanding m-commerce payment systems through the analytic hierarchy process. Business Research,2004:1423-1430
[19]孙艳斌.我国移动电子商务盈利模式研究.中国科技信息,2008,9：155-156
[20]叶郁,吴清烈.移动电子商务的商务模式.现代管理科学,2005,(10)：65-66
[21]李瑞强.移动电子商务市场的商业模式研究.商场现代化,2008,6：144
[22]道格拉斯.拉蒙(著),洪川筑(译).移动电子商务的营销趋势与策略.北京：机械工业出版社,2002
[23]王毅.移动电子商务发展策略分析.现代通信,2006,(11)：13-15
[2]代文锋,王玉珍.我国移动电子商务现状与问题研究.办公自动化杂志,2008,6：23-24
[3]傅铅生,王建玲.如何开拓移动电子商务市场.商业时代,2005,(11)：63-65
[4]邓庆林.日韩移动运营商现状分析比较.中国数据通信,2005,(03)：88-92
[5]董月红.浅析我国移动电子商务发展现状与问题.商业现代化,2006,(08)：108-110
[6]杨萍,杨一涛,张小有.浅谈移动电子商务的发展现状及问题.学术园地,2006,74-76
[7]曹淑荣,傅铅生,米传民.我国移动电子商务市场发展现状与前景展望.商业时代,2008,30：78-79
[8]沈惠敏.我国移动电子商务发展趋势研究.科技情报开发与经济,2007,17：189-190
[9]杨坚争.移动电子商务营销策略.商业经济与管理,2004,(02)：4-7
[10]代文锋.浅谈移动电子商务.甘肃科技,2005,(10)：77-78
[11]Shih Gary,Shim Simon S.Y. A Service Management Framework for M-Commerce Applications. Mobile Networks and Applications,2002,7:199-211
[12]孟斌,黄毅勤.从商务活动的演进看移动电子商务的价值链构成.当代通信,2005
[13]徐渊,胡治严.移动商务技术驱动因素研究.商业时代,2006,(26)：88-90
[14]E.W.T.Ngai, A.Gunasekaran. A review for mobile commerce research and applications. Decision Support Systems,2005:1-9
[15]傅铅生.电子商务教程.北京,国防工业出版社,2006：77-89
[16]王建军,张召浦.移动电子商务商业模型分析.通信企业管理,2006,(01)：63-65
[17]李娜.基于价值链的移动电子商务模式浅析.中国科技信息,2007,5：177-179
[18]Yuntsai chou, Chiwei Lee, Jianru Chung. Understanding m-commerce payment systems through the analytic hierarchy process. Business Research,2004:1423-1430
[19]孙艳斌.我国移动电子商务盈利模式研究.中国科技信息,2008,9：155-156
[20]叶郁,吴清烈.移动电子商务的商务模式.现代管理科学,2005,(10)：65-66
[21]李瑞强.移动电子商务市场的商业模式研究.商场现代化,2008,6：144
[22]道格拉斯.拉蒙(著),洪川筑(译).移动电子商务的营销趋势与策略.北京：机械工业出版社,2002
[23]王毅.移动电子商务发展策略分析.现代通信,2006,(11)：13-15