Research On The Growth Of China Mobile Internet Industry Chain

“Monternet” of China Mobile launched in2000, officially opened the prelude tothe mobile Internet industry in China, which means China’s mobile Internet industry isbeginning to start slowly. In2009, China’s three major mobile operators obtained3Goperator’s license issued by the Ministry of Industry as the mobile Internet industry inChina entry into the3G era formally; the entire industry has entered a stage of fastdevelopment. At the end of December2011, the China mobile Internet users reached356million, an increase of17.5percent, the market reached39.31billion Yuan, anincrease of97.5%and mobile Internet industry in China presents a huge marketpotential.As rapid development of the whole industry, the industrial chain of mobile Internetis also quietly changing. The great success of the“Apple iPhone+AppStore”businessmodel and Google Android platform, has changed the structure of the industry chain ledby mobile operators in the past. Under various pressures, mobile operators are alsoactively participate in the industry layout, through cooperation with upstream anddownstream enterprises in the industrial chain, enhance the influence on other aspects ofthe industry chain, to maintain their ability to control the industrial chain. Thus, themobile Internet industry chain gradually formed the pattern of the industry with mobileoperators, terminal manufacturers and service providers. In addition, the huge marketpotential of this industry has attracted a large number of enterprises of other sectors toparticipate in the competition in this field, to promote the development and expansion ofthe mobile Internet industry chain. In this process, the mobile Internet industry chainshowed the following trends: the development trend of decentralization, competingtrends in industry-wide platform. These trends will impact the competitive strategy totake on the main body of the industrial chain which affecting the pattern of the wholeindustry chain.This paper from the angel of the mobile Internet industry chain, reveal the mobileInternet industry chain of the trends, the growth of mobile Internet industry chain ofaction and mechanism carried out the in-depth analysis, the cobweb model as the basis,to build a mobile Internet industry chain mechanism model. Subsequently, throughspecific case studies, analysis and summarizes the three models of the mobile Internetindustry chain growth: the formation of the mode, the extended model, integrated model. Ultimately, format the growth strategy of the mobile Internet industry chain, to promotethe development and expansion of the mobile Internet industry chain.The mobile Internet industry is an industry full of innovation, as being a rapiddevelopment industry; it is full of opportunities and challenges. Enterprises throughanalysis of the growth of the mobile Internet industry chain, and grasp of the key factorsfor its development in order to be successful in the keen competition.