Research On The Vertical Optimization And Integration Of The Mobile Internet Industry Chain From The Perspective Of Game Theory

In the information time, the vigorous rise of mobile Internet has greatly enriched the residents' life. So, the starting point of this thesis is how to make all the participants get maximize revenue in the mobile Internet industry chain and how to meet the needs of the mobile Internet users. Based on this, the paper clarifies and summarizes the development background and current situation of the domestic and foreign mobile Internet industry, expounds the evolution and characteristics of domestic mobile Internet industry chain.According to the relevant literature and the latest data which is announced on the website from Ministry of Industry and Information Technology, focus on the vertical industry chain then found:(1) More and more service providers start to become content providers, service providers begin to seize the market which is belong to the content providers;(2)With the prevalence of APP applications on the mobile Internet market, telecom operators are faced with the dilemma of pipeline, from the absolute dominant position gradually transforms into the core of the main body on the industry chain;(3)Terminal manufacturers' subsidies obtain a further reduction. Therefore, it is imperative to shorten the industry chain, save the transaction costs of the participating bodies, optimize and integrate the mobile Internet industry chain.Under the guidance of Game Theory, using the methods of literature research,game analysis, case study research and so on,the revenue of the four core participants in the mobile Internet industry chain is calculated theoretically in the three different organizational patterns of independent decision-making, partial alliance and total alliance, with the help of the Matlab software, emulation and simulation are carried out to the distribution benefits of game players in a variety of organizational patterns,the study finds that each game player from the independent decision-making to the part of the union and then to all of the union is a process of Pareto improvement, the game players who are in the industry chain, cooperate with each other or part of the alliance and even the whole alliance, can gradually realize the maximization of their own income and achieve Pareto optimal state. Finally, with the success of Taobao as a typical case, then put forward the model of the vertical optimization and integration of mobile Internet industry chain.