Research On Industry Chain And Profit Mode Of Mobile Search

Great quantities of information resources make us ask for help from search engine, which provides us a convenient path to look for information. On the other hand, mobile communication industry is developing quickly these years. Owing to the two industries we mentioned, here coming a new idea, Mobile Search. Mobile search is to search information from SMS system, WAP site or Internet by mobile search devices. The advantage of mobile search is that accurate searching result, convenient searching equipment, low cost and etc. Mobile search can provide more convenient searching service than Internet search does.However, the disadvantage of mobile search industry will limit its development. The undeveloped industry chain, unformed profit mode will not help to expand the scale of mobile search users. Now the problem to mobile search service companies, mobile operators and mobile phone manufacturers is to introduce the mobile search service among more users together. The companies try their best to improve searching technique and searching service, even mobile search service companies provide free searching service. The purpose of doing so is to raise the number of users.Due to the limiting research tool, time and words, the paper is based on mobile phone search research and mainly doing research on the industry chain and profit mode. In Chapter 3, the constitution of the industry chain and the effect of each company of the industry chain will be studied by the theory and SWOT analysis tool of the industry chain. According to the theory and analysis, the industry chain of mobile search matches the structure of industry value net. Mobile search service companies, mobile operators and mobile phone manufacturers work together to expand the scale of the users. In the industry chain, mobile search service companies are the sources whose responsibilities are to improve the searching technique, searching scope and service quality. Mobile operators are the links who combine service companies and manufacturers. Mobile phone manufacturers are also critical members who invent mobile phones with searching function. The industry chain will be more and more perfect, which depends on the cooperation of service companies, operators and manufacturers. The advantage of mobile search industry is its good developing prospect, but it is threatened by the internal benefits. Now search service companies provide free service. Yet service companies may also charge the users in the future. Operators and service companies should pay attention to the problem that users pay more. However the members of mobile search industry chain should expand the user scale, strength users' faith and improve searching technique which will help to solve the problem of internal benefits.The profit mode of mobile search is mainly studied in Chapter 4. In the first part of this chapter, the profit mode of Internet searching industry is used for reference to look for a suitable mode of mobile search because the Internet searching industry is similar to mobile search industry. The profit mode of Internet searching industry depends on advertisement revenue, which is formed by its ten years' development. However, mobile search's income is composed of individual users and enterprises. Fee package which charges the individuals and special searching services can attract more and more users. After forming a stable users' scale, mobile search service companies will discuss the revenue with mobile operators, which will not increase the service fee and both service companies and operators can gain a lot of profit. The profit from enterprises is made up by ranking auction and advertisement revenue. Ranking in mobile search is important for enterprises so mobile search service companies can provide the hot keywords for enterprises, which will help enterprises to increase ROI (return on investment). Advertisement revenue will also be an important part of mobile search profit mode when the market develops well in the future. Now some service companies cooperate with some enterprises to provide brand searching result service, which is another profit way for service companies.The paper is composed of six chapters. The first chapter is mainly doing research on the background, present condition, meaning and construction of mobile search. The second chapter describes definition, feature, and category of mobile search. In the third chapter, the industry chain of mobile search is researched by theory. Strength, weakness, opportunity and threaten of mobile search and the difference of development in the different business environment are analyzed. In the fourth chapter, the profit mode of Internet searching industry is used for reference in order to form a suitable profit mode of mobile search. Following the profit mode is discussed from two aspects, which is made up of individual users and enterprises. The fifth chapter is about the prospect of mobile search, which includes users' scale, searching technique, searching channel, searching advertisement and relevant law. In the last chapter, a conclusion is drawn from above chapters.