基于价值链的移动电子商务的商务模式研究.pdf

摘要

移动电子商务是一种新兴产业,现阶段中国移动电子商务市场发展还处于初
期阶段,移动电子商务的商务模式的研究较少且不成熟,不能为移动电子商务健
康、有效、快速的发展提供理论支撑,针对此问题,本文对移动电子商务的商务
模式做了以下研究:
首先,对移动电子商务、移动电子商务价值链、移动电子商务的商务模式的
国内外研究现状进行了分析,指出其存在的不足以及未来的研究方向。
其次,阐述了价值链的相关理论,明确了移动电子商务价值链的定义,分析
了移动电子商务价值链的参与成员的功能与作用,比较了三种主要的移动电子商
务价值链模型,运用价值链整合策略对移动电子商务价值链模型进行整合,提出
一种运营商主导,内容服务提供商、平台提供商合作的移动电子商务价值链模型。
再次,用 SWOT 对移动电子商务的商务模式进行分析,找出移动电子商务的
商务模式创新策略,基于移动电子商务价值链整合,提出基于价值链整合的移动
电子商务的商务模式框架,分析了五种创新商务模式,对基于价值链整合的移动
电子商务的商务模式流程进行了设计。
最后,基于移动运营商的合作策略、定价策略以及移动电子商务的商务模型
评价策略的分析,提出了移动运营商在移动电子商务的商务模式发展中的关键策
略,同时对基于价值链的移动电子商务的商务模式的应用进行了分析。

关键词:移动电子商务,商务模式,价值链,商务流程
I
ABSTRACT

merce is a kind of new industry, at present in China the development
of merce market is still in its early stages. Study on merce
business model is less and immature, and it cannot provide theory support for
merce health, effective and rapid development. As for this question, the
following research on merce business model is done:
Firstly, based on the analysis of the domestic and foreign research situation about
merce, merce value chain, and merce business
model, the deficiency and future research direction is put forward.
Secondly, based on explaining the related theory of value chain, deciding the
definition of merce value chain, analyzing the players of merce
value chain, comparing the three main merce value chain models, using
value chain integration strategy merce value chain model is integrated, and
then merce value chain model of “operators-oriented, contents/service
providers and platform providers-cooperated” is put forward.
Thirdly, the dissertation analyzes merce business model with SWOT,
based on the innovation strategy and merce value chain integration, puts
forward merce business model framework. And then the five kinds of
innovative business models are analyzed and the business process of merce
business model is designed.
Finally, the cooperative strategy of mobile operators, pricing strat