| In the developmental history of human society, every social renovation has originated from the replacement of tools. Since the birth of the Internet in the last century, the developed Internet technology made human society come into the e-commerce era. Then, from the beginning of this century, with the popularity and development of mobile handsets and mobile communication technology, m-commerce, an integration of the Internet, e-commerce and mobile communications emerges, which has becoming the number one in the free economic era.The article begins with the basic theory about m-commerce, carefully definingthe scope of its concept------cellphone as the only mobile equipment, focusing on theunique characteristics of m-commerce: "mobility" , "private", "personalized" and "convenience", and briefly illustrates three generations of the value chain, five major business models and application framework by the end of this chapter to build the overall cognitive theory for readers.Immediately after that, in order to deepen their understanding in the aspects of the characteristics and applications on m-commerce, it uses the method of comparison between e-commerce and m-commerce, from the technique to the service, which reveals the fact that the development of m-commerce is not to replace the existence of e-commerce, but as an advantage to it. Here, the article innovatively put forwards three application models: B2M, M2B and M2M for m-commerce according to e-commerce's B2B, B2C, C2C models.After laying the related theory, from chapter four, the author introduces the recent situation of m-commerce in European countries and Japan, and then our country, focusing on the policy environment, mobile technology, mobile business and users to show the situation of m-commerce in China: technology to be ready, the growing demand to be clearer, the models need to be innovative. In addition, the emphasis of this chapter is using two research methods: one is a survey for the group of the mainstream of handphone user whose ages between 18～35 years old; the others are SWOT analysis and PEST analysis, two methods are commonly used by enterprises, to objectively analyze the leading companies in the m-commerce industrial chain on operation and its major environmental background, like Strengths, Weaknesses, Opportunities, Threats, then combined with relevant information and the views from the industry, the author innovates upon four proposals.Clearly understands the situation and then can solve the problems, in the fifth chapter, the author jumps out of the traditional ideas, introducing the importance of exploration and integration of mobile information resources based on the informatics perspective. There, the introduction of data mining and knowledge discovery technology as a tool for the exploration of information resources, the author specifically refers five types of knowledge and analysis methods accordingly. Applied to m-commerce, using the methods of forecast, association, clustering through the historical data of mobile phone users, the aspects of location-based information and personalized services will become the next most potential application market. On the other hand, the coexistent situation of traditional e-commerce and m-commerce, integration is the only way for m-commerce to develop in the future. The integration of mobile resources and fixed-line resources ,enterprises system resources, financial services and so on, some of which are integration of resources, .some are integration of functions, are all for the integration of applications.In conclusion, the article points out that m-commerce is the product of practice, which jumped to people's eyes was not from books, television, but from the practical activities. Actually, the progress of new things being accepted by people should follow the law, including construction of theory, law-making and follow-up studies, which is the situation of m- commerce in China nowadays. |
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