Location Services Of China Telecom In The Era Of Mobile Internet Business Model Research

This thesis is based on “Theory of the value chain” and “Six elements of Businessmodel”, According to the Logic of “Customer demands analysis、Product functionaldesign、Business Model Design、Implementation of protection strategies”, Describes theDevelopment strategy of China Telecom’s Mobile Internet Location Services.In the analysis of Customer demands, the thesis according to the Commercialprinciples of Market-oriented，Focus on the Location Services，the features of MobileInternet. The author careful analysis of target market’s preference for Line navigationservices、Location of sign services、Location-based games services、Location searchservice、 Location information push service. Ultimately, this two hot spots,Location-based games services、Location search service plus Mobile Payment, waschosen as the direction of optimization for Surfing Navigation services.In the design of the service functions, the thesis Oriented with the level of producttheory, Highlights the Core functions of Line navigation by increasing Locationinformation resources; Enhance the subsidiary function by adding Location-basedgames services, Increase interactivity and interesting of the services; Increase theproduct extensions by integrating the functions of Location information push serviceand mobile payment. Thus, the sense of the value is raised, when customer using theSurfing Navigation.In the design of the business model, the thesis based on the theory of” six elementsof a commercial model”, Detailed description the positioning, the business systems, theprofit model, the key capabilities and other elements of the new version of SurfingNavigation. Achieve the services consistent with market demand by integrating theresources of China Telecom and All participants of the Industry value chain. Which leadto the business model innovation and the business process restructure. Business modelinnovation bring All participants of the Industry value chain a huge profits.In the implementation of strategy, the thesis modeled by the operation of theexisting experience of similar projects, Proposed a specific implementation plan as“organizational structure, function optimization, pilot promotion, promotion of comprehensive, continuous optimization”. And detailed reviews the risk points andcritical control point of related links, greatly improving the operability of the newbusiness model.