基于价值链移动电子商务商业模式研究.doc

[基于价值链的移动电子商务商业模式的研究] 摘　要 当前，随着科技的不断发展，移动电子商务技术逐渐进入人们的生活。与传统电子商务相比，具有移动性、即时性、私人性和方便性等特点，使得随时随地、线上线下的交易活动、在线支付和其他综合服务活动得以实现。人们可以随时随地开展各种商贸活动。经过十多年的发展，移动电子商务以其独特的优势被广泛的应用在各个领域，成为电子商务领域中新的增长点。 目前国内的移动电子商务仍处在起步阶段，如何在移动电子商务模式下开展业务，移动电子商务有什么价值，能为厂家、商家、消费者带来什么，产业链哪些环节实现增值，这些都成为值得学界和商界广泛、深入研究的问题。 本文在广泛查阅国内外相关研究文献的基础上，通过对移动电子商务开展的各环节进行梳理并展开移动电子商务价值链的研究，试图从价值链的角度对移动电子商务的商业模式进行研究。对移动电子商务模式的研究具有一定的研究价值，在移动互联网、移动通信技术等技术的基础上，对基于产业价值链的移动电子商务进行了有意义的探索，使其与其他交叉学科的联系将会更加紧密，研究移动电子商务商业模式也对经济产业提升和社会发展具有极其重要的意义。 关键词：移动电子商务，价值链 ，商业模式  Abstract At present, with the continuous development of scientific technology, mobile e-commerce technology is gradually into peoples lives. Compared with traditional e-commerce, with mobility, immediacy, private and convenience features, making anytime, anywhere, online and offline transactions, online payment and other comprehensive services activities can be achieved. People can carry out various business activities anywhere. After ten years of development, its unique advantages of mobile e-commerce has been widely used in various fields, as e-commerce in a new growth point. At present, the domestic mobile e-commerce is still in its infancy, how to conduct business in the mobile e-commerce model, what is the value of mobile e-commerce, and what can bring manufacturers, merchants, consumers, adding value chain which links these It has become worthy of academic and business extensive, in-depth study. Based on the extensive access to relevant literature at home and abroad on the basis of moving through the various aspects of electronic commerce and expand the study to sort out mobile e-commerce value chain, value chain, from the perspective of trying to carry out research on the mobile e-commerce business model. Research on mobile e-commerce model has certain research value, based on the mobile Internet, mobile communication technology, technology, based on the mobile e-commerce industry value chain were meaningful explor