Comparative Study And Innovation On M-Commerce Business Model

With the rapid development of internet and wireless communication technology, people would like to transact at any time and be of access to service in the mobile process, no longer satisfied with traditional business mode in limited space. Thus, a new kind of business mode called M-Commerce emerges. This paper begins with the concepts of M-Commerce and M-Commerce business Mode, to clarify the characteristics of M-Commerce and major M-Commerce models, then to detail the difference and link between E-Commerce and M-Commerce.As the superpower nation, china has a population of 1.3 billion, and china's economy is always developed rapidly in recent year and has great potentiality in the field of M-Commerce. As the world most successful and best-known M-Commerce business model, i-mode from DoCoMo Company in Japan is of great significance. Its success is of the result of joint efforts of various parts in value chain. DoCoMo Company aims at create a win-win-win business model through coordinating and integrating different parts in value chain. The correct choices in technology, strategy, service and marketing push the success of i-mode. The thesis introduces and analyzes the M-Commerce business model and background of i-mode studies, and then comparative study between i-mode and Monternet of China mode from four perspectives. At last put forward the innovative model of M-Commerce in china.Under China's national conditions and characteristics of mobile business, China's operator control the industrial chain as Japan and the mobile market is in confusion in some ways. China must innovate in order to achieve greater development combining own condition. It's of great significance to establish channel model in the era of experiential marketing.