Research on Operator Dominated Mobile Internet Business Model
|School||Beijing University of Posts and Telecommunications|
|Keywords||business model mobile internet 3G UGC|
Recently, mobile communication and internet have become the two industries which achieve the fastest growth both domestically and globally. With the rapid development of new technologies and the increasing demands of people, introduction of mobile internet becomes an inevitable trend. This rising industry provides brand-new opportunities for operators in the context of traditional telecommunication business’s slower increase. With the issuance of 3G licenses, mobile internet technology is becoming mature and mobile internet users are experiencing faster growth. It is the right time to develop mobile internet business.In new business environment, business model becomes an important strategy analyzing tool. However, business model of domestic mobile internet remains at the stage of imitating foreign successful ones and design of business model lacks the support of theoretical framework and innovation.Through careful research on domestic and foreign theories of business model and marketing management, this paper innovatively summarizes important factors of business model, analyzes domestic and foreign typical mobile internet business models based on these factors and proposes detailed design plans and innovation strategies of mobile internet business model.The text of this paper is divided into five chapters. The first chapter is introduction which summarily introduces this paper’s topic selection background, structure and major innovation points; the second chapter is theory study which illustrates the definitions, factors and features of business model according to the research on domestic and foreign theories and then summarizes important factors of business model based on the integrated analysis of major theories; the third chapter illustrates the introduction, definition, business category, technology analysis and development situation of mobile internet; the fourth chapter conducts comprehensive analysis of domestic and foreign typical mobile internet business models based on important factors which reflects the present situation of mobile internet business model; the last chapter summarizes limitations of the present business models of mobile internet and tries to propose some innovative improving strategies.