Study Of Operational Strategy Of The Mobile Video Of China Mobile

The mobile video business is different from the common mobile TV in that it is not onlya video terminal that enables users to watch videos on the phone, but also a mobile telecom network which offers on-demand video services as well as live broadcasting for all its users within the network.With its characteristics of interactivity, customization, integrity,the business can be classified in various ways, among which one of the most popular is the classification via the contents. For example, the business can be classified into film, television, entertainment, originality, military, sports, comedy, fashion and life channel etc. However, the market scale of mobile video business has not reached the satisfying level as expected, so the potential of its future development is still limited by four key elements, i.e., commercial mode, and industry control, and technology application and marketing promotion.The Mobile brand of China Mobile is the mobile Monternet data service operation. By the integration of video partners of core resources in the upper reaches of the industry chain, the fusion of operation modes and the reasonable division of revenue sharing business model, it has gradually grown into a maturevalue-added business brand, butthe bottleneck in its development emerges as well. This article begins with the introduction to the realities of the mobile video industry, compares and analyzes the development of the new media in Europe, America, Japan and South Korea markets, and thenreveals the feasibility of the technology diffusion modelthrough the comprehensive analysis of the inner and outer circumstances of the industry, the value chain relationships and the user qualitative derivation of the demand model. The article, which is mainly based onthe theory of strategic management, management economics, marketing management and other related theories, aims to analyze the current situation of mobile video business and reveal the problem-solving strategies to provide references for decision-making in the futureoperation of the China Mobile mobile video business.