基于MM项目的卓望公司收益提升策略研究

发布时间：2018-06-21 11:51

本文选题：Mobile + Market　；参考：《兰州大学》2013年硕士论文

【摘要】：2009年8月中国移动立足于产业链的整合,推出了自己的手机应用商店Mobile Market (移动应用商场,简称MM),成为世界上第一家由运营商自己开发和运营的手机应用商店。卓望公司在中国移动集团数据部的指导下与广东移动一起共同负责MM平台的搭建。于此同时,卓望公司进行大规模结构调整,改革成事业部制,移动应用商场事业部负责MM项目的全部事宜,并承担总部下达的此项目利润指标压力,如果仅依靠承揽MM项目本身的收益,一来不足以完成指标,二来模式单一,收益增长受局限。因此,需借助平台运营的机会,发挥优势想方设法促进收益的提升。本文根据权变理论和实证研究,以卓望公司移动应用商场事业部为研究对象,分析基于MM平台的收入情况,并深入分析卓望公司移动应用商场事业部基于MM平台收入的现存问题及原因,提出多元化运营的具体方案。方案一是基于平台开发专属软件(手机助手)在各省移动推广,方案二是基于平台进行后向广告运营。MM平台是中国移动战略性产品,手机助手可为各省移动营业厅推广数据业务提供便捷。MM平台的应用数量已经发展到一定基数,可运作后向广告收费模式以尝试广告平台的收益分成。本文根据战略营销联盟理论和实证研究,提出对外与产业链中的手机厂商、内容提供商、技术开发者等多方合作创造收益的建议。其中包括与国内手机厂商合作,将移动应用商场的模式从“单向”向“多向商场服务”转变；为内容提供商开发专有管理平台并提供统一孵化工具等增值服务,为开发者提供手机远程测试服务,挖掘各种资源以服务促增值。卓望公司60%的股份归属中国移动,在业务收入组成结构上以中国移动业务为主,并非一家完全市场化的公司。开展基于MM平台的卓望公司收益提升策略研究,以移动应用商场事业部为例,将业务范畴的思路扩展开,希望对公司向市场化转型的实施贡献绵薄之力。
[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.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F626

【参考文献】