移动互联网时代莆田移动公司商业模式研究

发布时间：2018-01-19 05:29

本文关键词： 移动互联网商业模式通信运营商　出处：《福建农林大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着全球信息化的不断发展,移动互联网已遍及社会的每个角落,传统通信运营商面临着巨大的机遇和挑战。在莆田通信市场,移动、电信、联通三家竞争不断白热化,莆田移动公司的客户逐渐遭到电信及联通公司的挖掘和抢占;但同时,手机制造商、互联网公司、内容服务开发商等行业迅速进入移动互联网领域,莆田当地三家运营商都收到了移动互联网潮流的冲击。莆田移动应该尽快吸取其他互联网公司在商业模式运作上的成功经验并根据自身的商业环境及优劣势,对现有的商业模式进行转型。本论文主要运用文献综述法、比较分析法、统计数据分析法、问卷调查法等研究方法,首先针对学者提出的移动互联网定义、商业模式和通信运营商商业模式进行研究;其次对莆田移动公司移动互联网营销环境进行SWOT分析;再次对莆田市民移动互联网消费行为开展问卷调查分析,另外结合国内外通信运营商商业模式对比,对莆田移动公司商业模式选择提供建议;最后得出莆田移动公司应该打造一个属于自己的移动互联网入口型产品,打造"免费+020"的商业模式。希望本次分析和研究能够对莆田移动公司的商业模式选择提供一定的帮助和建议,同时希望为其他通信运营商的移动互联网商业模式转型提供参考。
[Abstract]:With the continuous development of global information, mobile Internet has been throughout every corner of society, traditional communication operators are facing enormous opportunities and challenges. In Putian communication market, mobile, telecommunications. Three competition of Unicom is becoming more and more intense, Putian mobile company's customers are gradually being excavated and preempted by telecom and Unicom. But at the same time, mobile phone manufacturers, Internet companies, content service developers and other industries are rapidly entering the mobile Internet. Three local operators in Putian have been hit by the trend of mobile Internet. Putian Mobile should absorb the successful experience of other Internet companies in the operation of business model as soon as possible and according to their own business environment and advantages and disadvantages. This paper mainly uses literature review method, comparative analysis method, statistical data analysis method, questionnaire method and other research methods. Firstly, the definition of mobile Internet proposed by scholars. Research on business model and communication operator business model; Secondly, the mobile Internet marketing environment of Putian Mobile Company is analyzed by SWOT. Thirdly, it makes a questionnaire survey on the mobile Internet consumption behavior of Putian citizens, and provides suggestions on the choice of the business model of Putian Mobile Company in combination with the comparison of the business models of domestic and foreign communication operators. Finally, Putian Mobile Company should create its own mobile Internet entry products. To create a "free 020" business model. I hope this analysis and research can provide some help and suggestions for Putian Mobile Company's choice of business model. At the same time, I hope to provide a reference for the transformation of mobile Internet business model of other communication operators.
【学位授予单位】：福建农林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626

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