Business Model Research On Hanset Two-Dimensional Code Business

Handset two-dimensional code business has broad application prospects. To research on it and contribute to it's development, this paper brings forward a business model analysis framework which is applicable to handset two-dimensional code business. This analysis framework is based on the framework which Osterwalder and Pigneur bring forward in 2002, it further considers market, policy and technical environments where Handset two-dimensional code business exist, and it is composed of value chain, value position, target market, core competitive capability and profit models of handset two-dimensional code business. This analysis framework can presents the business model of handset two-dimensional code business comprehensively.And then this paper analyzes handset two-dimensional code business mode according to the analysis framework concretely. This paper analyzes the industry environment first, then this paper establishes value chain model of handset two-dimensional code business after identifying the functions of the participants in order to analyze the core participants' location in the value chain system and their relationship. After that, this paper analyzes the value proposition, target market and capabilities. At last this paper brings forwards five alternative profit models, and analyzes the income and charging of handset two-dimensional code business in detail.This paper's research on business model aims at helping mobile operators and other participants of handset two-dimensional code business see the environment clearly, identify their value position, target market, core competitive capability, and establish appropriate profit models to adapt to the environment change, and put forward some advises for the development of handset two-dimensional code business at last.