Research On Product Innovation Business Model Based On O2O In CMCC

The current era is the age of the Internet, especially in the rapid development of mobile Internet. There are a number of Internet companies seized the opportunity to grow rapidly in just a few years. They are constantly expanding into other area, forming a certain impact to other industry. As a basic telecommunication operator, China Mobile has been a great extent affected. Therefore, the business model of China Mobile must be changed, from bundling business model to unbundled business model, while the original business is divided into three categories, infrastructure, customer relationship and product innovation. Product innovation business of China Mobile based on O2 O is the main object of study.Analysis of the development in the field of telecommunications and the Internet is the first described out. China Mobile’s business environment is the second. Theoretical analysis on business model of e-commerce and O2 O is the next content. It describes and analyzes the current situation of domestic e-commerce and the operation status of China Mobile, especially analyzes the development of the product innovation business in China Mobile, and also analyzes the cause of the problem. Subsequently, it analyzes the business model of China Mobile. The ecological industrial chain of the mobile e-commerce and the industrial chain of China Moble and the business model elements of China Mobile are described in detail. Through the SWOT analysis of the development on O2 O model of China Mobile, to optimize the existing business model with the unbundled business model theory by using the business model canvas, and analyze the elements of product innovation business model after optimization. Based on the above analysis, the implementation plan is determined, China Mobile must develop an O2 O platform based on local life services.