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A Study on Mobile Commerce Model Construction Based on SoLoMo

Author: LongYaPing
Tutor: LiHongXin
School: Dongbei University of Finance
Course: E-commerce
Keywords: SoLoMo mobile businesss model value net platform provider
CLC: F713.36
Type: Master's thesis
Year: 2013
Downloads: 16
Quote: 0
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Abstract

During the recent years, mobile communication and the Internet are gradually becoming the two of the business that are developing fastest and have the attracting tomorrow in the modern world. With the rapid development of information technology and the higher demand from human towards mobile information, mobile business emerged. SoLoMo is the latest trend, so it’s appearance make the means of communication on the Internet and the interaction between the company and consumer different from the past days. The shopping information supply chain caused by SoLoMo is based on Social, Local and Mobile, it is a large new market of the Internet and will change developing direction of the E-business.Based on the situation of the prevalence of the mobile business and SoLoMo all over the world, the paper introduces the related theory about the mobile business and SoLoMo in detail. And it also collects a lot of research documents and materials made by some experts in and out of our country. By referring to much of the research, the typical one is the proposal of the three models, which regards the three distinct leasing forces as the core. The three models are the model whose core is mobile operator, the one that made the content and service supplier the core and the model leading by the platform supplier.Based on the situation of SoLoMo, the paper compares the three kinds of mobile business models and analyses the strengths and shortcomings of every model. According to the analysis, the paper proposes that the platform supplier is the leader and the tie in the whole mobile business activity in the environment of SoLoMo. Therefore, this paper proposes the model that leading by the platform. There are also different kinds of theories applied to the mobile business model, and the two common theories are the value chain theory and the value network theory. The paper points. out that mobile business process is the procedure constituted by value service, value creation, value transmission and value actualization. The aim of all the business activity is to provide the value to the customers, and the main parts cooperate together and can form a network. So the paper selects the theory of value net to study the mobile business model based on SoLoMo.Based on the construction of the mobile business model about SoLoMo., this paper analyses the main value chain members of the mobile business model based on SoLoMo and the creation strategies, namely, the creation based on cooperation network, the creation based on location and the creation based on the mobile network. It proposes the architecture of the mobile business model based on SoLoMo and three kinds of creation strategy models. They are NFC payment model, local business model, mobile business model. Then, the paper makes the analysis of the dissemination strategies, the operation strategies and profit strategies of the model. It proposes dissemination strategies and they are the spread based on social network, the spread based on cooperation and the spread based on promotion information. The operation strategies of the mobile business model based on SoLoMo are social media marketing, mobile internet marketing and NFC accurate marketing. The profit strategies mainly included platform fee income, the high-end service fee, the profit from the cooperation with the collective buying net and the designing and management fee of the electronic membership card.The paper makes the empirical analysis with the case of Tencent Wechat. It introduces the two main attributes of Wechat and they are the attribute based on Location and the attributes based on communication tool. According to the attributes, it analyses the application of the mobile business model by Tencent Wechat, in other words, it is the marketing method of Wechat. It builds the mobile business model of the Wechat based on SoLoMo, and proposes the strategies of the development in the future to make it use the social local and mobile E-business model.This paper made a bold innovation on the application model of mobile business model based on SoLoMo. Although the application of this model for mobile business is still not mature, the mobile business model in the future will become an indispensable part of people’s life with the people’s demand gradually increased. This paper constructs this mobile business model, however, because of the lack of actual data, it does not make the quantitative effectiveness evaluation of this mode and analyse the profitability. In addition, access to industry and commerce security is also a problem worthy of attention. Therefore, the mobile business model based on SoLoMo needs to be further studied. As the latest application of the mobile Internet, the model of mobile commerce based on SoLoMo is fit with the people’s needs and will have a huge space for development.

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