【摘要】：2012年,移動(dòng)互聯(lián)網(wǎng)市場規(guī)模達(dá)1500億,2013年中國移動(dòng)互聯(lián)網(wǎng)產(chǎn)業(yè)更將進(jìn)入井噴階段。12580作為中國移動(dòng)的戰(zhàn)略型產(chǎn)品,隨著運(yùn)營的不斷深入,未來將成為中國移動(dòng)在移動(dòng)互聯(lián)網(wǎng)領(lǐng)域的明星產(chǎn)品。但是移動(dòng)互聯(lián)網(wǎng)有其特有的產(chǎn)品模式和商業(yè)模式,12580作為運(yùn)營商轉(zhuǎn)型的一部分,在戰(zhàn)略、策略、運(yùn)營、規(guī)劃、落地等方面均需要轉(zhuǎn)化與創(chuàng)新,如何在移動(dòng)互聯(lián)網(wǎng)時(shí)代,充分發(fā)揮中國移動(dòng)作為渠道商、運(yùn)營商、平臺(tái)商的資源和能力,是當(dāng)前12580面臨的主要問題和亟需解決的課題。本文基于亞歷山大·奧斯特瓦德(Alexander Osterwalder)和伊夫·皮尼厄(Yves Pigneur)提出的商業(yè)模式(BMC)理論,根植本地的商業(yè)市場和QZ移動(dòng)的具體情況,從重要合作伙伴、關(guān)鍵業(yè)務(wù)、核心資源、價(jià)值主張、客戶關(guān)系、渠道通路、客戶細(xì)分、成本結(jié)構(gòu)、收入來源等九個(gè)模塊對(duì)12580商業(yè)模式進(jìn)行深度研究和設(shè)計(jì),構(gòu)建一個(gè)富于前趨性、競爭力和戰(zhàn)略性的12580大商業(yè)平臺(tái),為本地12580提供策略支撐。文章研究表明,通過九大模塊重新對(duì)12580進(jìn)行疏理和結(jié)構(gòu)性調(diào)整,有助于中國移動(dòng)12580在移動(dòng)互聯(lián)網(wǎng)領(lǐng)域建立適合的商務(wù)模式,將其打造成020商業(yè)平臺(tái),在最優(yōu)化經(jīng)營成本和費(fèi)用投入的基礎(chǔ)上,通過12580前后向主營產(chǎn)品帶來穩(wěn)定的收入來源,借助平臺(tái)分成和客戶服務(wù)溢值挖掘新的利潤增長點(diǎn),進(jìn)而實(shí)現(xiàn)12580的效益經(jīng)營以及快速和可持續(xù)發(fā)展。
[Abstract]:In 2012, the mobile Internet market scale reached 150 billion. In 2013, China Mobile Internet industry will enter the blowout stage. 12580 as a strategic product of China Mobile, with the continuous deepening of operations, In the future will become China Mobile in the field of mobile Internet star products. But the mobile Internet has its unique product model and business model. As a part of the transformation of operators, 12580 needs to be transformed and innovated in the aspects of strategy, operation, planning, landing and so on. Giving full play to the resources and capabilities of China Mobile as a channel operator and platform vendor is the main problem and urgent problem to be solved in 12580. Based on the (BMC) theory of business model proposed by Alexander Ostwald (Alexander Osterwalder) and Yves Pinier (Yves Pigneur), this paper is based on the local commercial market and the specific situation of QZ mobile, from the important partners, key business, Core resources, value proposition, customer relationship, channel access, customer segmentation, cost structure, revenue source and other nine modules to conduct in-depth research and design of 12580 business model, to build a pro-trend, Competitive and strategic 12580 major business platforms for the local 12580 to provide strategic support. The research shows that the rearrangement and structural adjustment of 12580 through nine modules will help China Mobile 12580 establish a suitable business model in the field of mobile Internet and turn it into a business platform of 020. On the basis of optimizing operating cost and cost investment, it brings stable revenue source to the main products around 12580, and excavates new profit growth point with the help of platform share and customer service overflow value. Then realize 12580 benefit management as well as fast and sustainable development.
【學(xué)位授予單位】：廈門大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F713.8

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