Research Of Mobile Commerce Model Based On Value Chain

Barely before Internet-facilitated e-commerce has begun to take hold, a new wave of technology-driven commerce, mobile commerce (henceforth, m-commerce), has started. Two significant trends create opportunities for m-commerce development: the proliferation of mobile devices and the promotion of wireless technologies. According to related research, the number of global m-commerce customers has reached approximately 1.7 billion and brought global m-commerce revenues of 554 billion by the year of 2008. Especially in China, the whole scale of mobile commerce application market will rise to 30.1 billion by 2009. Huge market space and development potential make increasingly corporations participate in the wave of m-commerce.China is renowned for its huge mobile telecommunications market, supported by great total number of population. There was a sharp rise in overall market penetration as product and service choices increased. Although many analysts have predicted that m-commerce market will undoubtedly burgeon in China, many corporations lack sustaining development capability for they couldn't find proper m-commerce model. Even some experts have expressed some reservations about its return-on-investment potential. Therefore, that how to help corporations construct effective business model and promote the development of m-commerce is the key goal of this thesis.Firstly, the thesis reviews and summarizes the theories of value chain and business model. Based on these theories, the thesis gives the definition of m-commerce, puts forward the m-commerce value chain model consisting of two dimensions and six core activities, and then analyzes six types of m-commerce participator. Thirdly, according to corporations' activity features in value chain, m-commerce models are divided into four main types. Based on the analysis of value activities, the thesis puts forward the structural model of m-commerce model and expounds the structural factors and environment influence. For evaluating the effectiveness of m-commerce model, the evaluation system, consisting of two evaluation layers, financial indexes and structural factors, is established. Additionally, through the analysis of Kong.net' business model the analysis and evaluation process of m-commerce model built in this thesis is demonstrated. At last, the conclusions of the current research and suggestions for the future focus on this topic are summarized.