Research On BM 's Mobile E - Commerce Platform

The rapid development of mobile Internet has changed people’s way of life, influenced company’s business practices, and brought about mobile e-commerce, which is a new business model. BM Company as a Chinese baby industry integrated operators, of which the traditional business model under the guidance of concentric diversification strategy has been challenged by mobile e-commerce. Then the business development has been greatly affected, so BM need a new business model urgently.BM Company is the research object. The mobile e-commerce model is explored through industry analysis, case studies, and competitors’ analysis, adopting the methodology of SWOT and The four pillars of the nine elements model. The exploration has practical significance on the BM’s adaptation to the rapid developing Internet era, and provides a reference for the survival and development of other companies in the same industry or traditional enterprise.First, the exploration of the features of the current business model of baby industry through the industry analysis and case studies. We found that the mobile Internet is at the outbreak of the current stage, the baby industry is in a rapid growth phase, and the industry’s future market has prospects. As the mainstream consumption patterns, the mobile e-commerce need to be main business direction of BM. Through the business case study of mobile Internet baby industry, three business models is summarized, the enhancement of intrinsic value starting from the internal resources, the discovery of customer value and industry value starting from external environment. We believe that in the mobile Internet era, the three basic core elements of the business model is that the number of users, user stickiness and user value.Secondly, through the research of the basic situation, operating conditions, capital operations, strategic and business status of the BM company, using PEST analysis methodology, we found that the company’s current difficulties or challenges; meanwhile, we found that the current political and legal, economic and mobile Internet technology, and external environment is providing opportunities for the BM’s strategic development. By means of competitor’s analysis, we found that competitors realize the rapid development through mobile Internet technology; According to necessity and urgency, BM must find new business models in order to participate in the competition, the new business model means the expanding of mobile Internet services.Finally, through the SWOT analysis, BM launches baby industry mobile e-commerce platform business, which is in favor of the integration of offline resource, advancement of products and channels, performance of the industrial chain advantage. BM treats 1-12 year-old children and their parents as service object, and provides effective personalized products and services, which is the positioning of the mobile e-commerce platform. And further use of the four pillars of the nine elements method, to build a business model BM’s mobile e-commerce platform.