手机广告商业模式研究：一个基于QZ移动12580的案例分析
发布时间：2018-12-07 07:09
【摘要】：2012年,移动互联网市场规模达1500亿,2013年中国移动互联网产业更将进入井喷阶段。12580作为中国移动的战略型产品,随着运营的不断深入,未来将成为中国移动在移动互联网领域的明星产品。但是移动互联网有其特有的产品模式和商业模式,12580作为运营商转型的一部分,在战略、策略、运营、规划、落地等方面均需要转化与创新,如何在移动互联网时代,充分发挥中国移动作为渠道商、运营商、平台商的资源和能力,是当前12580面临的主要问题和亟需解决的课题。本文基于亚历山大·奥斯特瓦德(Alexander Osterwalder)和伊夫·皮尼厄(Yves Pigneur)提出的商业模式(BMC)理论,根植本地的商业市场和QZ移动的具体情况,从重要合作伙伴、关键业务、核心资源、价值主张、客户关系、渠道通路、客户细分、成本结构、收入来源等九个模块对12580商业模式进行深度研究和设计,构建一个富于前趋性、竞争力和战略性的12580大商业平台,为本地12580提供策略支撑。文章研究表明,通过九大模块重新对12580进行疏理和结构性调整,有助于中国移动12580在移动互联网领域建立适合的商务模式,将其打造成020商业平台,在最优化经营成本和费用投入的基础上,通过12580前后向主营产品带来稳定的收入来源,借助平台分成和客户服务溢值挖掘新的利润增长点,进而实现12580的效益经营以及快速和可持续发展。
[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.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.8
本文编号：2366787
[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.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.8
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