本文選題：Mobile + Market　； 參考：《蘭州大學》2013年碩士論文

【摘要】：2009年8月中國移動立足于產(chǎn)業(yè)鏈的整合,推出了自己的手機應(yīng)用商店Mobile Market (移動應(yīng)用商場,簡稱MM),成為世界上第一家由運營商自己開發(fā)和運營的手機應(yīng)用商店。卓望公司在中國移動集團數(shù)據(jù)部的指導(dǎo)下與廣東移動一起共同負責MM平臺的搭建。于此同時,卓望公司進行大規(guī)模結(jié)構(gòu)調(diào)整,改革成事業(yè)部制,移動應(yīng)用商場事業(yè)部負責MM項目的全部事宜,并承擔總部下達的此項目利潤指標壓力,如果僅依靠承攬MM項目本身的收益,一來不足以完成指標,二來模式單一,收益增長受局限。因此,需借助平臺運營的機會,發(fā)揮優(yōu)勢想方設(shè)法促進收益的提升。 本文根據(jù)權(quán)變理論和實證研究,以卓望公司移動應(yīng)用商場事業(yè)部為研究對象,分析基于MM平臺的收入情況,并深入分析卓望公司移動應(yīng)用商場事業(yè)部基于MM平臺收入的現(xiàn)存問題及原因,提出多元化運營的具體方案。方案一是基于平臺開發(fā)專屬軟件(手機助手)在各省移動推廣,方案二是基于平臺進行后向廣告運營。MM平臺是中國移動戰(zhàn)略性產(chǎn)品,手機助手可為各省移動營業(yè)廳推廣數(shù)據(jù)業(yè)務(wù)提供便捷。MM平臺的應(yīng)用數(shù)量已經(jīng)發(fā)展到一定基數(shù),可運作后向廣告收費模式以嘗試廣告平臺的收益分成。 本文根據(jù)戰(zhàn)略營銷聯(lián)盟理論和實證研究,提出對外與產(chǎn)業(yè)鏈中的手機廠商、內(nèi)容提供商、技術(shù)開發(fā)者等多方合作創(chuàng)造收益的建議。其中包括與國內(nèi)手機廠商合作,將移動應(yīng)用商場的模式從“單向”向“多向商場服務(wù)”轉(zhuǎn)變；為內(nèi)容提供商開發(fā)專有管理平臺并提供統(tǒng)一孵化工具等增值服務(wù),為開發(fā)者提供手機遠程測試服務(wù),挖掘各種資源以服務(wù)促增值。 卓望公司60%的股份歸屬中國移動,在業(yè)務(wù)收入組成結(jié)構(gòu)上以中國移動業(yè)務(wù)為主,并非一家完全市場化的公司。開展基于MM平臺的卓望公司收益提升策略研究,以移動應(yīng)用商場事業(yè)部為例,將業(yè)務(wù)范疇的思路擴展開,希望對公司向市場化轉(zhuǎn)型的實施貢獻綿薄之力。
[Abstract]:In August 2009, based on the integration of industry chain, China Mobile launched its own mobile application store, Mobile Market, which became the first mobile application store developed and operated by operators in the world. Zhuo Wang Company in China Mobile Group data Department under the guidance of Guangdong Mobile jointly responsible for MM platform. At the same time, Zhuo Wang Company carried out a large-scale restructuring, reformed into a Ministry of undertakings system, and the Mobile Application Mall Division was responsible for all aspects of the MM project, and assumed the pressure of profit indicators issued by its headquarters for this project. If we only rely on the profit of MM project itself, it is not enough to accomplish the target, and second, the model is single, and the income growth is limited. Therefore, need to use the platform operation opportunities, play advantages to promote revenue promotion. Based on contingency theory and empirical research, this paper takes Zhuo Wang company's mobile application department as the research object, and analyzes the revenue situation based on MM platform. And deeply analyzes the existing problems and causes of the revenue of Zhuo Wang Mobile Application Mall based on MM platform, and puts forward the concrete plan of diversified operation. The first scheme is to develop exclusive software (mobile assistant) based on the platform to promote mobile in various provinces, and the second is to carry out backward advertising operations based on the platform. MM platform is a strategic product of China Mobile. The mobile phone assistant can provide convenient. Mm platform application quantity for the province mobile business hall to promote the data service. The application quantity of the platform has developed to a certain base, and can be operated to the advertising charging mode to try the revenue share of the advertising platform. Based on the theory of strategic marketing alliance and empirical research, this paper puts forward some suggestions on how to cooperate with mobile phone manufacturers, content providers and technology developers in the industry chain to create profits. These include working with domestic mobile phone manufacturers to shift the model of mobile application stores from "one-way" to "multi-store services", developing proprietary management platforms for content providers and providing value-added services such as unified incubators. To provide mobile phone remote testing services for developers, mining a variety of resources to promote value-added services. Zhuo Wang owns 60% of its shares in China Mobile and is not a completely market-oriented company. This paper studies the revenue promotion strategy of Zhuo Wang Company based on MM platform, taking Mobile Application Mall as an example, expanding the business scope, hoping to contribute a little to the implementation of the company's market-oriented transformation.
【學位授予單位】：蘭州大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F626

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本文編號：2048519