广西移动移动电子商务发展策略

发布时间：2018-06-22 10:04

本文选题：移动电子商务 + 发展策略　；参考：《华中科技大学》2010年硕士论文

【摘要】：2009年作为中国3G元年,对于中国移动电子商务市场的发展意义重大。3G商用为移动电子商务市场的发展带来了前所未有的驱动力,庞大的终端用户群、有利的政策导向、升级到3G的电信基础设施、蓬勃发展的无线互联网,促使包括电信运营商、软件服务商、终端厂商、银行等产业链上众多成员开始涉足移动电子商务领域,产业链各环节纷纷布局,已经形成移动电子商务加快普及应用的良好态势。在这种特定时期,广西移动如何发挥自身优势,制定移动电子商务发展策略,进行移动电子商务的整体布局,以期在3G的全业务竞争中占据主导有利地位成为广西移动亟需解决的问题。本文首先介绍了移动电子商务发展的研究背景,分析移动电子商务的发展趋势,并介绍了论文的研究目的及思路;接着对广西移动的移动电子商务发展的内外部环境进行了分析和研究,利用SWOT分析方法分析定位企业发展移动电子商务的优劣势以及机会和威胁。根据分析结果,提出“构建统一的移动电子商务平台及品牌M-Store,实现产业链合作共赢,实施渠道精确营销和完善支付机制”的发展策略,以此增强广西移动3G环境下的移动电子商务发展能力。最后,基于移动电子商务发展策略的规划,细化了现阶段产品平台和品牌建设、合作运营管理、营销推广的实施方案,为广西移动在3G时代取得进一步竞争优势、抢占市场先机提供支持。
[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.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F272;F626

【参考文献】