The Research Of Value Proposition Of LBS

Thought the LBS (Local Based Services) companies are arising fast in developed counties, and they also are promoting the Chinese LBS market, both western and Chinese LBS companies are still facing with problems, such as, the uncertainty of market demand, the low involvement of the public and the unsatisfied profits it makes. Therefore, how to develop a sustainable business model and benefit users is the issue to be solved.To do research of the value proposition of LBS, the Model of Customer Value Level, which is belongs to the value theories, is selected as the basic theory in this article. By doing the market environment analyzing, products combing, deep interviewing, model establishing and empirical researching, analysis the products and demands in LBS market step by step, so as to solve the bottlenecks encountered in the development of LBS market.By combing the products in LBS market, the article summarizes three modes of LBS services and discusses each mode respectively. These modes are location based pushing service, location based factional service and Check-in mode. Then, based on the Model of Customer Value Level, and according to users’ Research data, six demands (including one potential demand) are found, and be discussed from the view of the value proposition. What’s more, the concerned attributes and performances of the LBS products are discussed and the mode fixed to each value proposition is listed. Consequently, the article provides a comprehensive analysis of the LBS value proposition and related elements.From one point of view, the article analyzes the market by value theories and model, and hope to enhance the directing effect of value theory in the market. On the other hand, hope that the analysis of value proposition can help to make a clearer demand of LBS market, and to solve the problems, like uncreative, unpopular and low-profit. Finally, achieve a expanding of the LBS market demand, and a development of LBS industry.