The Analysis Of Value Chain And Profit Model On M-Commerce

As a newly boomed trade, e-commerce has been developed rapidly in recent years and brings new opportunities for the development of world economy. The market of mobile e-commerce is coming into being and shows a bright prospect along with the frequent development of modern mobile telecommunication technology and the deepening of e-commerce practice. Due to its convenience and ubiquity, mobile application has become a fashion all over the world and turns to be one of the main developing modes of e-commerce.This paper discusses about the prospect of mobile e-commerce by analyzing its value chain and profit pattern. It makes an analysis about the application of mobile e-commerce in the telecommunication industry and puts forward some reasonable suggestions for the specific e-commerce application problems of Shandong Unicom in the hope of providing some references for the development of future mobile e-commerce.Firstly, it analyzes the industry value chain and business mode of mobile e-commerce market and discusses as to how to integrate all the investing bodies on the value chain effectively and build an appropriate and scientific expense system.Then it investigates the profit mode of e-commerce and summarizes seven profit modes of present e-commerce enterprises. As for the profit mode, this paper makes a thorough analysis in terms of case analysis, applicable scope, competing structure, key clients, business direction, marketing strategies, operating cost, profit prospect and profit difficulties.Based on the analysis and summary of ordinary e-commerce profit mode and the characteristic of mobile business, it summarizes the profit modes of mobile e-commerce in telecommunication which mainly include SMS, CRBT, "X" three times, the office of the Internet business, the setting up of integrated e-commerce application platform, online information services, Internet-based e-commerce services and so on.Finally, by analyzing the specific cases of Shandong Unicom, it devises an operation management mode which combines self-operation and joint operation, and puts forward some suggestions in terms of specific targeting, function positioning, product positioning, marketing channels and operation management.