| Since the first mobile banking project set up in 1996, the first use of vending machine based on message in 1997, now, with the perfect combination of the mobile communication technology and other technologies, mobile commerce is rapidly changing the lives of people, taking varieties of convenience, efficiency and enter-tainment to human beings. Development of mobile business provides mobile business industry groups to create profit for mobile business; users with a convenient life and work. Quality of mobile commerce service determines the level of mobile business sustainability. With increasing of user needs, mobile commerce industry groups pro-viding more and more comprehensive services, with more and more diversified ser-vice strategy serve a large number of users. The composition of users, service strategy, service content forms the formation of a mobile commerce service model. In order to increase sustainability of mobile commerce, mobile business service model adjusting to mobile commerce industry is very important to the development of mobile com merce industry.From a global point of view, the history of the development of mobile business activity itself is just 10 years'long, even in foreign countries where mobile commerce has become relatively stable, the research of mobile commerce theory began in 2000 is also an emerging area of research. Scholars who realized the practical significance of mobile commerce from 2003, started to research the mobile commerce in many areas. In particular to the era of 3G, with the 3G net working in the world of business; the perfect combination of the business and mobile technology; applications of mobile commerce rapidly accelerating the development pace, scholars'research on the mo-bile commerce business-model, application-model and user behavior adoption helps a lot to the mobile commerce development. Because of the emerging field of mobile commerce, scholars are from various disciplines, which decided their different under-standing of mobile commerce from the view of communication technology, manage-ment science, information technology and other fields, and led to the mobile commerce lack of systematic.Based on the above practical background, Bureau of Changchun Science and Technology, Industry and Information Technology, Development and Reform Com-mission, seeing from a macroscopic perspective, drawing inspiration from the eco-nomic development of the developed areas at home and abroad, recognized the emerging mobile commerce will bring new economic development opportunities and challenges to Changchun. In that case, soft-science research project in the innovation-al study of Changchun mobile commerce service model was set up, aiming to using this high-tech and large spread mobile information tools to improve the city's mobile commerce services and information construction. I participated in the project, and realized that the application of mobile commerce in City Changchun is particularly important to the city's mobile commerce development, which is of great theoretical and practical significance. Based on the above project background, the author proposes the title of this pa-per that is the innovative study of mobile commerce service model in Changchun. This paper based on the theory of mobile commerce service model, the reality of the situation for the city of Changchun studies Changchun's mobile business service model innovation. The full-text starting from the theoretical ending with the practical application is divided into seven chapters.The first chapter is the introduction part of the research. It analyzed the back-ground and significance of the topic, summarized the contents and innovations, and described the research methods and the main content of the following chapters.Chapter II is the part of status of mobile commerce-related research and theories. By literature reviewing, understand the mobile commerce research status and the basis theoretical of knowledge. Introduced the concept of mobile commerce, innovatively divided mobile business into the broad one and the narrow one; described the main participations; defined the concept of mobile commerce services, and the distinction for service-model and business-model.The third chapter is the contrast part, by choosing Europe, America, Japan, Ko-rea where mobile business developed earlier and other economically developed faster, better region as Hong Kong, Shanghai, national demonstration projects focused on mobile business as Hunan, Chongqing and Guangzhou, as the sample, carried out comparative study of mobile business development at home and abroad, summarized the different parts of the development in different places, as the lesson of the development of Changchun.Chapter IV is the innovational research of the mobile commerce service model. The whole chapter is about the mobile commerce service model, and classified dif-ferent types , according to two categories of individuals and organizations, the mobile commerce service model is divided into two parts, according to three different service strategies categories each part was divided into 3 ones, and gradually divided the mo-bile service model into six types. Then contrasted typical mobile commerce service models in the regions of the third chapter, analyzed currently use of domestic and in-ternational status of the service model. Finally, concluded the characteristics of different service models.Chapter V is the description of the mobile business in Changchun. The first sec-tion is the city's mobile commerce services environmental analysis, which contains the economic, social, cultural, technological and political and legal environments. The second section is advantages and existing problems in further development of the city. At the end, we found it's necessary for Changchun to do the mobile commerce service model innovative application.Chapter VI is the innovation and typical application of Changchun's mobile commerce service model. It described the service model innovation conception, ana-lyzed an innovative way for the city's mobile business service model improvement, and proposed the macroeconomic policy, selected individuals and the automotive industry of organizations as model studied the typical application. Chapter VII got the final conclusions of the whole paper.,which summarize the main contributions and innovations, discussed the lacks, and placed on expectations of future studies. |
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