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Tends to be saturated with the development of communication technology and traditional voice services , value-added services is becoming a revenue growth point of the carrier . 2008 after the reorganization of the telecommunications , China Mobile has become a full-service carriers , but the broadband and fixed-line have not developed the mobile communication network is still its main network resources , customer base continues to individual users . Personal user demand for diversified and personalized features gradually clear that the development of value-added services is also proposed new requirements . Therefore, to study the development of the personal market value-added services on China Mobile has great strategic significance . Firstly, demand from the user point of view, the individual market , the individual market, the concept of value-added services and features were clearly defined , and based on the value chain and value network , bilateral market , innovation theory , from the market , business , competitive , commercial mode analysis of the status quo of Chinese mobile personal market value-added services , pointed out the existing problems in the development process , as well as the root causes of the cause of the problem is the development of traditional business model no longer suitable for the emerging business environment further by analyzing the individual market the relationship of the development of value-added services with innovative , pointed out that innovation is an important means of individual market of Chinese mobile value-added business development . The paper combines the mobility of the personal market value-added services , personalized , one-stop three characteristics , pointed out that the development direction of its business characteristics corresponding to the three business innovation : mobile Internet , mass customization , and integration of multi-dimensional . Further combined with the current situation and problem analysis , pointed out that the personal market value-added services to the development of two innovative dimensions : business model platform and business range terminal . Finally, based on innovation theories from the technological innovation and business innovation , business model innovation , the three levels of management and institutional innovations development strategy of innovation in the personal market value-added services to China Mobile to carry out personal market value-added services to provide some reference recommendations.
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