Analysis Of Enterprise Mobile E-business Models And Strategies

Since 1990s, the electronic commerce(M-commerce) gains a huge development because of the popularity of Internet. Recently, people can gains information wherever and whenever they are because of the popularity of the mobile phone and the mobile communication technology. As a result, a new kind of electronic commerce which is called mobile commerce (M-commerce) is developed. M-commerce is a new model, which transfers data by communication network and engages in kinds of commercial activity by mobile terminal. Today, M-commerce is becoming more and more popular in the world.M-commerce research and application in China are in the elemental developing stage.Nevertheless, China has the biggest marketplace in the world and technology linked to M-commerce, which has been mature.As one of main applications of M-commerce, the enterprise's mobile computing can offer information to the moving-staffs when they are offline from internet and intranet, extend reaching-range of enterprise's information system, optimize datum-gathering and information transmission procedure. Thus, it will improve business efficiency, satisfaction of staff and service level of customer. Today, mobile application has become one of the most important applications in enterprises' informationzation and has enormous potential.And many enterprises show more and more interest in the mobile computing project.Analyzing domestic and international research achievement and current development of technology linked to the M-commerce, the paper introduced and discussed concepts, technology, characteristic, mode, current application and the future of M-commerce. In the research of enterprise's M-commerce, the author analyses PEST based on the external environment and classifies the application of the mobile commerce based on the implement degree.The application of M-commerce in enterprise is not a sectional problem; it is relevant to external environment, interior term and the business strategy etc. The author introduces the industry sensitivity to analyze the current situation of an industry while making the development tactics of the M-commerce. Then, on the basis of the internal condition and goal of enterprise, an enterprise need to develop its M-commerce strategy, then plan and design its M-commerce platform. Finally, the enterprise needs to evaluate the application of M-commerce to give suggestions of improving the application. The research and design of above are described in this paper.At last, on the basis of theoretical research, this paper takes dezhou pharmaceutical factory as a case, analyzing its application of customer relationship management system in this pharmaceutical enterprise, proposing the application scheme and the tactics. To some extent, the author expects that this research can be helpful for the pharmaceutical business toimplement its M-commerce.