發(fā)布時(shí)間：2018-06-21 11:51

  本文選題：Mobile + Market　； 參考：《蘭州大學(xué)》2013年碩士論文

【摘要】：2009年8月中國移動(dòng)立足于產(chǎn)業(yè)鏈的整合,推出了自己的手機(jī)應(yīng)用商店Mobile Market (移動(dòng)應(yīng)用商場,簡稱MM),成為世界上第一家由運(yùn)營商自己開發(fā)和運(yùn)營的手機(jī)應(yīng)用商店。卓望公司在中國移動(dòng)集團(tuán)數(shù)據(jù)部的指導(dǎo)下與廣東移動(dòng)一起共同負(fù)責(zé)MM平臺(tái)的搭建。于此同時(shí),卓望公司進(jìn)行大規(guī)模結(jié)構(gòu)調(diào)整,改革成事業(yè)部制,移動(dòng)應(yīng)用商場事業(yè)部負(fù)責(zé)MM項(xiàng)目的全部事宜,并承擔(dān)總部下達(dá)的此項(xiàng)目利潤指標(biāo)壓力,如果僅依靠承攬MM項(xiàng)目本身的收益,一來不足以完成指標(biāo),二來模式單一,收益增長受局限。因此,需借助平臺(tái)運(yùn)營的機(jī)會(huì),發(fā)揮優(yōu)勢想方設(shè)法促進(jìn)收益的提升。 本文根據(jù)權(quán)變理論和實(shí)證研究,以卓望公司移動(dòng)應(yīng)用商場事業(yè)部為研究對象,分析基于MM平臺(tái)的收入情況,并深入分析卓望公司移動(dòng)應(yīng)用商場事業(yè)部基于MM平臺(tái)收入的現(xiàn)存問題及原因,提出多元化運(yùn)營的具體方案。方案一是基于平臺(tái)開發(fā)專屬軟件(手機(jī)助手)在各省移動(dòng)推廣,方案二是基于平臺(tái)進(jìn)行后向廣告運(yùn)營。MM平臺(tái)是中國移動(dòng)戰(zhàn)略性產(chǎn)品,手機(jī)助手可為各省移動(dòng)營業(yè)廳推廣數(shù)據(jù)業(yè)務(wù)提供便捷。MM平臺(tái)的應(yīng)用數(shù)量已經(jīng)發(fā)展到一定基數(shù),可運(yùn)作后向廣告收費(fèi)模式以嘗試廣告平臺(tái)的收益分成。 本文根據(jù)戰(zhàn)略營銷聯(lián)盟理論和實(shí)證研究,提出對外與產(chǎn)業(yè)鏈中的手機(jī)廠商、內(nèi)容提供商、技術(shù)開發(fā)者等多方合作創(chuàng)造收益的建議。其中包括與國內(nèi)手機(jī)廠商合作,將移動(dòng)應(yīng)用商場的模式從“單向”向“多向商場服務(wù)”轉(zhuǎn)變；為內(nèi)容提供商開發(fā)專有管理平臺(tái)并提供統(tǒng)一孵化工具等增值服務(wù),為開發(fā)者提供手機(jī)遠(yuǎn)程測試服務(wù),挖掘各種資源以服務(wù)促增值。 卓望公司60%的股份歸屬中國移動(dòng),在業(yè)務(wù)收入組成結(jié)構(gòu)上以中國移動(dòng)業(yè)務(wù)為主,并非一家完全市場化的公司。開展基于MM平臺(tái)的卓望公司收益提升策略研究,以移動(dòng)應(yīng)用商場事業(yè)部為例,將業(yè)務(wù)范疇的思路擴(kuò)展開,希望對公司向市場化轉(zhuǎn)型的實(shí)施貢獻(xiàn)綿薄之力。
[Abstract]:In August 2009, based on the integration of industry chain, China Mobile launched its own mobile application store, Mobile Market, which became the first mobile application store developed and operated by operators in the world. Zhuo Wang Company in China Mobile Group data Department under the guidance of Guangdong Mobile jointly responsible for MM platform. At the same time, Zhuo Wang Company carried out a large-scale restructuring, reformed into a Ministry of undertakings system, and the Mobile Application Mall Division was responsible for all aspects of the MM project, and assumed the pressure of profit indicators issued by its headquarters for this project. If we only rely on the profit of MM project itself, it is not enough to accomplish the target, and second, the model is single, and the income growth is limited. Therefore, need to use the platform operation opportunities, play advantages to promote revenue promotion. Based on contingency theory and empirical research, this paper takes Zhuo Wang company's mobile application department as the research object, and analyzes the revenue situation based on MM platform. And deeply analyzes the existing problems and causes of the revenue of Zhuo Wang Mobile Application Mall based on MM platform, and puts forward the concrete plan of diversified operation. The first scheme is to develop exclusive software (mobile assistant) based on the platform to promote mobile in various provinces, and the second is to carry out backward advertising operations based on the platform. MM platform is a strategic product of China Mobile. The mobile phone assistant can provide convenient. Mm platform application quantity for the province mobile business hall to promote the data service. The application quantity of the platform has developed to a certain base, and can be operated to the advertising charging mode to try the revenue share of the advertising platform. Based on the theory of strategic marketing alliance and empirical research, this paper puts forward some suggestions on how to cooperate with mobile phone manufacturers, content providers and technology developers in the industry chain to create profits. These include working with domestic mobile phone manufacturers to shift the model of mobile application stores from "one-way" to "multi-store services", developing proprietary management platforms for content providers and providing value-added services such as unified incubators. To provide mobile phone remote testing services for developers, mining a variety of resources to promote value-added services. Zhuo Wang owns 60% of its shares in China Mobile and is not a completely market-oriented company. This paper studies the revenue promotion strategy of Zhuo Wang Company based on MM platform, taking Mobile Application Mall as an example, expanding the business scope, hoping to contribute a little to the implementation of the company's market-oriented transformation.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F626

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 楊春德;劉睿嵐;;移動(dòng)手機(jī)應(yīng)用商場平臺(tái)管理的思考——基于長尾效應(yīng)的探討[J];重慶郵電大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2010年02期

2 劉思迅;;權(quán)變理論對電信轉(zhuǎn)型的啟示[J];當(dāng)代通信;2006年15期

3 馬黎明;何光芹;;廣告公司發(fā)展現(xiàn)狀的分析思考[J];東南傳播;2006年01期

4 宋崢嶸;;淺談權(quán)變理論在現(xiàn)代企業(yè)管理中的運(yùn)用[J];北方經(jīng)貿(mào);2006年11期

5 ;領(lǐng)先的移動(dòng)數(shù)據(jù)業(yè)務(wù)解決方案提供商[J];當(dāng)代通信;2004年23期

6 ;移動(dòng)夢網(wǎng)[J];電子科技;2001年16期

7 王萌;;戰(zhàn)略聯(lián)盟理論對企業(yè)營銷的影響[J];市場營銷導(dǎo)刊;2009年01期

8 牛琦彬,鄭仕敏;略論戰(zhàn)略營銷聯(lián)盟[J];石油大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);1997年03期

9 黃涌濤;;IDC:蘋果App Store在中國難以復(fù)制[J];通訊世界;2009年09期

10 邢慶亮;;APP之戰(zhàn)[J];市場觀察;2012年01期

相關(guān)碩士學(xué)位論文 前8條

1 寧雪蘭;手機(jī)應(yīng)用商店開發(fā)者激勵(lì)研究[D];北京郵電大學(xué);2011年

2 劉濱;基于中韓比較的移動(dòng)互聯(lián)網(wǎng)行業(yè)發(fā)展研究[D];中國科學(xué)技術(shù)大學(xué);2011年

3 李曉松;柳州東化公司競爭性營銷策略研究[D];南京理工大學(xué);2001年

4 姚煒;權(quán)變管理理論研究[D];蘇州大學(xué);2003年

5 丁晨;戰(zhàn)略聯(lián)盟風(fēng)險(xiǎn)識(shí)別體系及防范機(jī)制研究[D];武漢理工大學(xué);2005年

6 王天浩;華冶集團(tuán)450項(xiàng)目管理組織演化案例研究[D];大連理工大學(xué);2008年

7 趙恩濤;基于3G技術(shù)的應(yīng)用商店型態(tài)研究[D];北京郵電大學(xué);2010年

8 鄭豐;基于博弈分析的國內(nèi)手機(jī)應(yīng)用商店研究[D];安徽農(nóng)業(yè)大學(xué);2011年

，

本文編號(hào)：2048519