The Research Of Mobile-commerce Model Based On3G

The Ministry of Industry and Information Technology issued3G licenses to China Mobile, China Telecom and China Unicom on January7,2009. The release of the3G licenses makes it true that the3G is into the stage of formal commercial. Due to the high speed, mobility and high security of3G, it will not only bring the application of mobile commerce huge business opportunities, but also will lead to new mobile business model. The combination of3G and mobile electronic business provides the user with an unprecedented freedom and convenient, also it was birth of a lot of new characteristics, so it causes more and more attention and research of scholars both at home and abroad.Business model is the mode of operation of the enterprise and profit model, it mainly researches how to create value and realize a profit in the process of cooperation with other entities for an enterprise. Mobile commerce business model is refers to in the condition of mobile technology, how to create and realize the value, and the profit for the corresponding economic entity through the certain business activities.So we can predict that mobile business model will become the core competitiveness of the enterprise. This paper uses the method of combining theoretical research and practice analysis to analyses mobile business model which is based on3G. Specific methods which are used to write this paper are such as theory with practice, literature collection, case analysis, inductive analysis and so on.The main content of this paper include the following aspects:(1) The analysis of the current development of mobile commerce and3G, both domestic and abroad. Then make a brief introduction of the3G standard and the main mobile commerce technology, then sum up the impact of3G on mobile commerce.(2) Make Apple, especially the iphone business model for instance, analyses the core elements of the mobile phone business model, as well as its design of "iPhone+ App Store+Mobile me" business model. At the same time, make use of PEST and SWOT tool to analyze the external environment and the competitiveness of iphone business model as well as the risks it is faced.(3) Summarise the significance and innovation of Apple’s business model which is sucessful in China, including under the environment of3G, make use of SWOT and PEST tool to analyses mobile commerce, and point out what business model innovation our country can undertake. First, make use of the advantages of mobile phones to carry out accurate, real-time, interactive marketing model; Second, take a good understanding of all customers’needs and conduct experiential marketing model; third, take all the factors into comprehension and make the establishment of the channel model business model mainly. At the same time, make a prospect of iphone under the network environment of4G.(4) Summary and Outlook. Sums up the reference meaning of Apple’s successful business model for the development of domestic enterprises, as well as what our domestic enterprises should do to adapt to new environment. To face the new market environment, put forward the development of Apple at the same time.The combination of3G and mobile commerce make people get rid of the constraints of time and space, and take various electronic business activities quickly, conveniently, and efficiently. It can be predicted that mobile e-commerce which is under the environment of3G will become the main battlefield of the field of e-commerce in the21st century, so mobile business model will become the core competitiveness and the key profit point of every enterprises.