Research On Innovation Of Membership Card Mobile Phone Application Development Model

This paper discusses the fusion background in mobile and Internet, based on the traditional mobile communication business service firms to based on its own resource advantage to discover and define the field of mobile Internet business opportunities, and strategic expansion in emerging industries through the realization of the two venture, the paper takes CARDTOOL as the project case, from the opportunity recognition, product positioning, the business model, market development and other aspects of analyzing the membership card mobile phone application problems in the developing process, we put forward the innovative ideas and solutions corresponding.Firstly, through the analysis of mobile Internet industry, technology and consumer demand changing trends, systematically analyze the current entrance opportunity of various types of enterprises to enter the mobile internet. To further evaluate the enterprise internal resources and capabilities, especially the accumulation of combination with the enterprise service in the business enterprise field a large number of practical experience, choice of mobile commerce application as entrance enterprises to enter the mobile internet. Take this as the premise, the establishment of CARDTOOL project in the enterprise, the development pattern of the membership card of the mobile phone application for the research and practice of innovative. The detail of research contents include:1) for the new O2 O model, using scenario analysis method on the membership card, mobile phone application value creation process and the value of ecosystem is defined. And try to analysis was conducted to explore tools in the system of value transfer and classification model using the business model.2) based on system analysis and repeated practice, using the theoretical perspective of multilateral market, continuously improve products, service and operation design membership card mobile phone application.3) for "how to speed up implement the solution process’, We has carried on the thorough analysis of the main obstacles affecting the diffusion of products and user viscosity from the business, the end user point of view, and proposed the corresponding solution.4) the main rival of the product are compared and analyzed, based on the proposed product strategy, marketing strategy and competitive strategy of the project.Through this study, to clarify the idea for the further development of the company CARDTOOL venture project, also provides a reference for other many same type enterprises to enter the field of mobile internet.