Marketing Research Terminal Mobile Internet Era Of China Mobile

With the rapid development of mobile communication technology, gradually showing Internet-based mobile communications, and the characteristics of mobile Internet, and eventually gave birth to the era of mobile Internet. This era greatly changed the whole pattern of the mobile communications industry, at the same time it has also become the market potential and the fastest growing market. In the era of mobile Internet, not only the operators, but also a mobile terminal manufacturers and content service providers in the mobile Internet industry value chain, competition and cooperation, the dominance of the operators began to be challenged. In the2G era, due to lower requirements on technical standards for voice and SMS, terminal homogenization is more serious, but with the arrival of3G era, the explosive growth of data services, are increasingly high requirements for terminal. Throughout the industry value chain, telecom operators, mobile terminal manufacturers and service providers in the game and competing mutual development.During the development of mobile Internet, Apple are creating the "terminal+Application" mode, Gu Ge to enter the the mobile intelligent operating system and the acquisition of Motorola’s mobile department’s "soft+hard" mode, etc., are in the operators in the traditional value chain of status caused a greater challenge, with the restructuring of China’s telecom enterprises and gradual liberalization of the telecommunications business operators greatly reduced to a "pipeline" trend. In the face of this dangerous situation, carriers only actively embrace the blue ocean of mobile Internet continues to promote its own strategic transformation, strengthen competition and cooperation between the mobile terminal manufacturers and content service providers in order to regain control in the mobile Internet era dominance.This article through the mobile Internet development status of domestic and international comparative study examined the development model of Japan, Korea, Europe and the United States and other advanced operators, combined with the current development of China’s mobile Internet and its be summarized. In this paper, the method of historical research on traditional mobile communication era to era of mobile Internet, operators, mobile terminal manufacturers and content service provider role, status and function traneformation, and analysis of carriers and mobile terminal manufacturers and content services competing relationship between the provider and find out in line with the current development of China’s mobile communications case, the model of cooperation between China Mobile and mobile terminal manufacturers and content service providers and the reasonable interests of sharing model. In short, this paper through the system, the depth of the mobile Internet industry value chain in a variety of competing relationship between participation in the main body, and explore realistic model of development to achieve a win-win situation of the parties involved in the main, especially China Mobile free terminal and reasonable extension of its own business.