Research On The Competition And Cooperation Relationship Of Mobile E-commerce Value Chain

Since 1980, With the development of communication technology, the mobile Internet arose. Mobile Internet has given rise to the development of mobile e-commerce. Content service providers and terminal manufacturers enter the mobile commerce market, seeking new profit growth point. Operator is the core of mobile commerce value chain. The principal parts of the value chain connected to each other,providing users with products and services. In order to analysis the relationship between principal parts of the mobile electronic commerce value chain, explore the effective way for the future development of value chain, studying the relationship between the main bodies is particularly important.In the background of the developing data traffic, some new problems of the mobile electronic commerce's value chain gradually exposed. First, the contradiction among the main body of the value chain is intensifying. More and more Internet Content Providers get involved in the mobile electronic commerce's value chain.They provide services for users through the carrier's network platform and pay capacity-use price to network operators. At the same time, operators charge Information services Fee for Internet Content Provider. Then the proportion of the settlement becomes the focus of the contradiction between the two parties. Operators resolve compatibility issues between the business and the terminal by terminal customization strategy, but this approach has increased the cost of operators.In order to solve the problems of mobile electronic commerce value chain better,straighten out the relationship of the different subjects, this paper's topic determined.First of all, establish the competition and cooperation model between operators and content providers. In competition model, the operator is the follower, content service providers is the leader. The model analysis shows that when equilibrium is reached,the volume and profit of content service providers were greater than operators. After the making of cooperation model, draw conclusions respectively under Stackelberg model and asymmetric Nash equilibrium model. Analyze and compare the results of the two, giving suggestions for the development of operators and content providers.Then set up the principal-agent model between operators and terminal manufacturers.Analyzing the model, and reaching the optimal incentive intensity of the operators.