本文選題：移動電子商務 + 發(fā)展策略　； 參考：《華中科技大學》2010年碩士論文

【摘要】：2009年作為中國3G元年,對于中國移動電子商務市場的發(fā)展意義重大。3G商用為移動電子商務市場的發(fā)展帶來了前所未有的驅動力,龐大的終端用戶群、有利的政策導向、升級到3G的電信基礎設施、蓬勃發(fā)展的無線互聯(lián)網,促使包括電信運營商、軟件服務商、終端廠商、銀行等產業(yè)鏈上眾多成員開始涉足移動電子商務領域,產業(yè)鏈各環(huán)節(jié)紛紛布局,已經形成移動電子商務加快普及應用的良好態(tài)勢。在這種特定時期,廣西移動如何發(fā)揮自身優(yōu)勢,制定移動電子商務發(fā)展策略,進行移動電子商務的整體布局,以期在3G的全業(yè)務競爭中占據主導有利地位成為廣西移動亟需解決的問題。 本文首先介紹了移動電子商務發(fā)展的研究背景,分析移動電子商務的發(fā)展趨勢,并介紹了論文的研究目的及思路;接著對廣西移動的移動電子商務發(fā)展的內外部環(huán)境進行了分析和研究,利用SWOT分析方法分析定位企業(yè)發(fā)展移動電子商務的優(yōu)劣勢以及機會和威脅。根據分析結果,提出“構建統(tǒng)一的移動電子商務平臺及品牌M-Store,實現(xiàn)產業(yè)鏈合作共贏,實施渠道精確營銷和完善支付機制”的發(fā)展策略,以此增強廣西移動3G環(huán)境下的移動電子商務發(fā)展能力。最后,基于移動電子商務發(fā)展策略的規(guī)劃,細化了現(xiàn)階段產品平臺和品牌建設、合作運營管理、營銷推廣的實施方案,為廣西移動在3G時代取得進一步競爭優(yōu)勢、搶占市場先機提供支持。
[Abstract]:As the first year of 3G in China in 2009, it is of great significance to the development of China's mobile e-commerce market. The 3G business has brought unprecedented driving force to the development of the mobile e-commerce market. The upgrading of the telecommunications infrastructure to 3G and the booming wireless Internet have prompted many members of the industry chain, including telecom operators, software service providers, terminal vendors, banks and so on, to begin to step into the field of mobile e-commerce. Industrial chain each link one after another layout, has formed the mobile e-commerce speed popularizes the application good situation. In this particular period, how to give full play to the advantages of Guangxi Mobile, make the development strategy of Mobile E-commerce, carry out the overall layout of Mobile E-commerce, In order to occupy the dominant position in the 3G service competition, Guangxi Mobile needs to solve the problem. This paper first introduces the research background of the development of mobile e-commerce, analyzes the development trend of mobile e-commerce, and introduces the purpose and ideas of the paper. Then it analyzes and studies the internal and external environment of mobile e-commerce development of Guangxi Mobile, and analyzes the advantages and disadvantages, opportunities and threats of mobile e-commerce development by using SWOT analysis method. According to the analysis results, the development strategy of "constructing a unified mobile e-commerce platform and brand M-Store, realizing win-win cooperation in industrial chain, implementing accurate marketing of channels and perfecting payment mechanism" is put forward. So as to enhance the mobile e-commerce development capability of Guangxi Mobile 3G environment. Finally, based on the development strategy of mobile electronic commerce, the implementation scheme of product platform and brand construction, cooperative operation management, marketing promotion is refined, which will further competitive advantage for Guangxi Mobile in the 3G era. Preempting the market to provide support.
【學位授予單位】：華中科技大學
【學位級別】：碩士
【學位授予年份】：2010
【分類號】：F272;F626

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本文編號：2052481