| Influenced by the success Apple's App Store achieved, terminal manufacturers, operating system providers, telecom operators and other industry chain members have started their own application store. But the mobile application stores have encountered some problems in the development process. Such as the profit is not high and the developers are not positive. And now, platform providers have held innovative competition to encourage developers, but with little success. In these contexts, how to grasp opportunities and encourage developers to promote the development of mobile application store is the main problem mobile application store providers have to solve.Scholars and industry experts have put forward their views for the mobile application store, but there is no quantitative research about how to encourage developers. Therefore, this article uses the industrial chain, game theory, theory of two-sided market and other methods for qualitative and quantitative research about incentives to developers. Firstly, the paper analyzes the mobile application store's industry chain, especially the participation incentive of members and their relationships. And the four different existing models classified according to different leader are analyzed and compared. Secondly, establish game theory model to analyze game relationship between the platform providers and application developers. The results show that the direct incentive is to reduce the developers'costs and improve its earnings. Thirdly, the characteristics of mobile application store and developers'incentive are analyzed based on Two-sided market theory. Through the platform pricing analysis, it shows that the platform differentiation and expand the user base is the key incentive. Finally, this paper gives recommendations on increasing incentive to developers after the analysis of opportunities and challenges for the Chinese mobile application store. |
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