APP-based Business Model LBS Technology Bottlenecks And Countermeasures

With the rapid development of the mobile communications industry, the number of users using smart phones and mobile data is increasing rapidly, mobile marketing is facing unprecedented opportunities for development. With mobility, sociability attention location-based services (LBS, location based service) has begun to attract the mobile Internet industry and venture capital. To the Beijing Olympics as an opportunity, in 2007 the Chinese government began to vigorously promote the LBS infrastructure for the rapid development of LBS industry provides hardware protection. But after the initial blitz chase, from 2011 onwards, investment began to return to reason. LBS number of active users, LBS industry investment, LBS industry practitioners and other important indicators are the number of firms fall, there are some problems existing LBS mobile marketing business model, therefore, to identify its constraints are particularly important.In this paper, mobile location-based services marketing business model for the study, collection and analysis of literature combing the development of domestic LBS mobile marketing business model, from 2006 to the international advanced LBS mobile marketing and digital consulting firm in 2013 Case annual report and other information found in the existing literature and more LBS technology, LBS and other aspects of the development process are discussed, this article interdisciplinary angle cut, and through in-depth interview on 5 LBS industry were from the country’s top companies and practitioners constraints 6 LBS users cut off from the network, the software deep one million children study seeks to understand the LBS on mobile marketing business model development from different angles to explore Chinese LBS mobile marketing business model development and corresponding solutions countermeasures.The study found that constraints of LBS business model development include:lack of interactive mobile marketing products lower user stickiness; business model solidified, copying foreign models is serious business, not on the domestic market to make the localization of innovation; background insufficient information lead to the formation of" network effects ", which led to their operating costs, user costs rise, eventually directly affect the results of the software. Based on the above issues, this study proposes the following measures:borrow large data marketing approach, the ability to access information from LBS unique way, through the analysis of demographic information, user behavior information and other data, make a copy of the user habits, in order to be truly precision marketing sense; software design to be able to stimulate the user’s desire to buy, rather than allowing users to cold and "wandering "; based collaborative Commerce Business category, the database system among enterprises through collaboration, information collaboration, marketing collaboration, joint rapid response changes in the market; implement credit management certification, and actively promote the domestic credit rating mechanisms, allowing users through word of mouth and rating system software will be able to know in advance the merits, elimination of poor software user experience, excellent software to help get more attention; build LBS industry Union, bound by the provisions of the various ways the industry LBS service providers, in addition, enterprises should grab the user information within reasonable limits, to ensure that users’ privacy is not compromised.Finally, the direction of innovation has made domestic LBS industry outlook:To improve the degree of localization, found for Chinese users selling; expansion peripherals, to explore business opportunities in new areas; seize data, make full use of LBS provides a large number of location and behavioral data to provide data support for other large industry marketing efforts.