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Research on Mobile Internet Service Chain with Cooperative Advertising

Author: TianTian
Tutor: WuJun
School: Beijing University of Posts and Telecommunications
Course: Management Science and Engineering
Keywords: telecom service chain mobile Internet game theory cooperative advertising price competition
CLC: F626
Type: Master's thesis
Year: 2012
Downloads: 8
Quote: 0
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Abstract


The concept of Web2.0is widely used. With the construction of3G networks, the population of smart terminals such as iphone and ipad, Chinese telecommunication industry is moving into the age of mobile Internet. As the reduction of the industry profit, the competition among the three telecom operators is more and more intense. The mobile Internet service has been expected an edge tool to promote the industry market.This paper is focusing on the research on mobile Internet service chain with cooperative advertising. First, we study the relative theories, including service chain, supply chain management, industry value chain and game theory. Second, three kinds of cooperative advertising models between telecom operators and service provider (SP) are summarized. Third, under the framework of game theory, we build a mobile Internet service chain model with cooperative advertising. Furthermore, we take price competition between two service providers into consideration. In the end, numerical examples of revenue sharing mechanism based on real data are given.

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CLC: > Economic > Posts and Telecommunications economic > Telecommunications > Telecommunications business organization and management
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