| In 2009, as the first year of 3G in China, it is of great significance for China Mobile e-commerce market. The introduction of commercial 3G has brought an unprecedented driving force for the development of mobile e-commerce market. Large end-user groups, enabling policy-oriented, upgrade to the 3G telecommunications infrastructure, booming wireless Internet, and so on urge large numbers of companies involved in the field of Mobile E-commerce including Telecom operators, software providers, terminal manufacturers, banks. Mobile E-commerce has entered a period of wide application. In order to avoid turning into a pure access provider and achieve a passive situation, China Mobile Guangxi Branch has to firmly grasp the opportunity and take advantage of China Mobile Guangxi Branch's own advantages. Therefore, how to formulate Mobile e-commerce's development strategy with a view to the future became a topic for Guangxi Mobile needed to be solved immediately.Firstly, this paper described the development of Mobile e-commerce background, and analyzed the development trend of mobile e-commerce. Then it introduced the research studies and ideas; Secondly, the Internal and external environment of China Mobile Guangxi Branch's Mobile E-Commerce were analyzed comprehensively and systematically. With SWOT, the paper position the advantages and disadvantages opportunities and threats of enterprise development of mobile e-commerce. And then, the development strategy of China Mobile Guangxi Branch's mobile e-business is proposed, which include building a unified Mobile e-commerce platform and brand called"M-Store", achieving win-win cooperation in the industry chain, implementing the tactics of channel marketing and improving the payment system. Finally, based on the strategy, Refining the current product platforms, brand-building, and cooperation operations management, marketing implementation plan were refined, which make Guangxi Mobile achieve the further competitive advantage in the 3G ear. |
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