移动电子商务市场分析与发展研究.docx

南京航空航天大学硕士学位论文摘要随着现代移动通信技术的不断发展和电子商务实践的不断深入，移动电子商务的市场正在形成并展现出广阔的前景。移动应用因具有快捷方便、无所不在的特点已在全世界范围内兴起热潮，并成为电子商务的主流发展模式之一。本文较为系统和全面地考察了移动电子商务领域的相关因素，探讨了移动电子商务的发展前景以及如何确立赢利模式的问题，以期为未来移动电子商务的发展提供一点参考。首先，基于国内外移动电子商务的发展动态，本文分析了移动电子商务市场发展的阶段性特征，并结合移动电子商务市场在应用、安全、信用及支付等方面的环境分析，得出了移动电子商务有现实赢利可行性和前景乐观的结论。然后，本文对移动电子商务在客户关系管理理论方面进行了较为深入的探讨。客户是企业的重要资源之一，移动运营企业必须在了解移动电子商务市场和客户关系生命周期的基础上，客观全面地评价客户价值，构建全新的适合移动电子商务市场发展的客户关系理论。最后分析了移动电子商务市场的产业价值链及商业模式，对如何有效地整合价值链上各投资主体，建立合理科学的资费体系进行了一些探讨，并以湖南卫视举办的“超级女声”带来巨大利润的手机短信模式案例进行了实证分析。关键词：移动电子商务，客户关系生命周期理论，价值链，商业模式，赢利模式i移动电子商务市场分析与发展研究ABSTRACTWith the development of both mobile telecom technology and e-commerce，themarket of mobile e-commerce is growing with promise。Because of having thecharacteristic of convenient and omnipresent，the mobile application has quicklystarted the upsurge within the whole world，and becomes one of the mainstreampatterns of e-commerce。 With the aim to take some reference for the futuredevelopment，this article systematically and comprehensively inspected correlativefactor of mobile E-commerce domain and discussed the development prospect andhow to form a winning strategy in the mobile e-commerce market。First，based on development tendency both domestic and global，the articleanalyzed different development stages of mobile e-commerce。In addition，we haveobtained the conclusion that mobile e-commerce has a viable and promising profitprospect according to diverse aspects carefully be evaluated including application，security，credit and payment。Then the article carried on a more thorough discussion in the theory of thecustomer relations management。As the customer is one of the important resources，the business enterprises must objectively and completely evaluate the customer valueand set up all new relation theories in keeping with the mobile electronic commercemarket on the condition of understanding the mobile electronic commerce market andthe life cycle of customers。Finally，this article has analyzed the industrial value chain an