The Study On E-Commerce Strategy Of China Mobile Fujian Branch

Since 1990s,E-Commerce has been growing rapidly and becoming the most important part of the internet applications.After more than ten years' development, Chinese E-Commerce environment has been improved dramatically.As China Mobile was starting the role conversion from "Mobile Communication Expert" to "Mobile Information Expert",E-commerce has become the new focus of its strategy. With the issue of 3G license,China Mobile is facing the keen competition of the other two communication companies.The voice communication market is going to be a "red sea".How to find a "blue sea" in the future business has become the most important task for China Mobile.This dissertation is based on the background described above.After I reviewed the theories and recent papers of Marketing and E-Commerce and did the research of Chinese current situation of E-Commerce,I give some advices to the China Mobile Fujian Branch for its further E-Commerce strategy.The framework of this dissertation is as follow:The first part describes the background and basic conceptions of E-Commerce.The second part analysis the environment in which Mobile Communication Company is taking part in E-Commerce.After that I draw a conclusion that it is about the right time for China Mobile Fujian Branch to start its E-Commerce.The third part discusses the five business models for Mobile E-Commerce.In this part,by comparing these five business models,I suggest the communication companies take model five—the alien model.In addition,I stress the importance of the E-Commerce platform.The forth part puts forward the over-all strategy for China Mobile Fujian Branch cutting into E-Commerce and suggests that,in the beginning,the Fujian Branch shall focus on customer attraction.