Based On The Value Of Innovative Mobile Business Models

Although the schema called pattern winning had been gone on in the internet economic era, the mobile commerce has been the survival and competition principle of the mobile economic time in the 21st century. In the coming 3G time, the old business models must be changed in the enterprises which undertake the mobile commerce. But the researched fruits how creating new business models are very few in the mobile commerce enterprises so far.First, after reading a lot of literatures, exploring the relationship between value innovation and the business models of the mobile commerce and referring to the excellent fruits created by other scholars, the paper analyzed the definition, the connotation, the kinds of business models and compared them. The conclusion was given out which the value innovation of mobile commerce must be established in the customer value and industry chain.Secondly, the paper researched the relative factors which the business models of mobile commerce innovates and innovation behavior. The innovation performance is also analyzed in this paper. The theory model was constructed and some relative hypothesis were presented based of the model. In order to testify the conclusion, the author got the key datum by questionnaires and surveys, then analyzed the concept model by SEM and demonstrated the correctness of those hypothesis. The following is the primary conclusions.(1) Customer value proposition will bring positive influence on innovation behavior of business models in the enterprises that run mobile commerce. But it will not bring obvious influence on innovation performance. The influence is indirect, hidden.(2) Industrial value network will influence the innovation behavior of business models too. It is also positive,obvious and direct.(3) The conclusion innovation behavior of business models affects on innovation performance positively will validate the thesis the strategy of value innovation can raise innovation performance of business models.Lastly, the paper analyzed I-mode of DoCoMo according to the factors of concept model and variables defined so that the model was validated by practice once more. Furthermore, some strategies were given out, which benefited innovation performance of business models. The paper brought forward a kind of pattern tentatively, named innovative centralized service models.In a word, the presented model which benefits the innovation and realization of business models in the enterprises that run mobile commerce brings the rule, measures and analyzed tools which combined science and practice. There are some successful rules followed. The paper attempts to help those who research and practice the mobile commerce can get new thoughts.