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A Study on China’s Mobile Internet Industry

Author: WangBo
Tutor: LuoYong
School: Huazhong University of Science and Technology
Course:
Keywords: Mobile internet User behavior Business model
CLC: F623
Type: Master's thesis
Year: 2013
Downloads: 128
Quote: 0
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Abstract


As an integration of mobile communication and Internet technology, the mobileInternet has realized the network access at anytime and anywhere, and providesdiversified and personalized services for us. it brings Great change to our lives. At thesame time, as a new industry, the mobile Internet industry has showed great vitality.With the development of3G network and the popularity of mobile intelligent terminals,mobile Internet industry has entered a rapid development period. According to YiGuanconsulting data, the size of the mobile Internet market in China has reached158.8billionin2012. it Will have broad prospects in the future. More and more Internet giant and ITenterprise will be involved in the industry’s competition. The business of node on thechain is enjoying mutual penetration, and new business models emerge in endlessly, themobile Internet eco-environment is undergoing dramatic changes.Firstly, the report discusses the situation and characteristics of mobile Internetindustry on the base of development course, market environment and segmentation.Subsequently, through questionnaire and user data, the report analyzes the behavior ofuser demand with different background on the base of chi-square test. Then, state the fivekinds of business models on the base of case study in the current mobile Internet industry.Finally, the report reveals the trend of the development of mobile Internet and hot spotsand give corresponding countermeasures for the current problems and challenges of themobile Internet industry.There are mainly five parts including "market situation ofindustry development ","industrial chain"," User demand behavior","mobile Internetbusiness model" and "mobile Internet development trend".The purpose of this report is to reveal the industry law of development based oncomprehensive analysis, mining the user behavior, presenting the business model anddirection for the industry, providing valuable reference for the industry development andpotential investors in mobile internet.

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