移动互联网产业链的商业生态模式

Research on Commercial Ecological Pattern of Mobile Internet Industry Chain

摘要:

运用价值链理论,从职能划分的角度构建了移动互联网价值链的层次模型,具体包括基础设施制造层、网络服务运营层、终端服务与应用供应层,并深入分析各环节分工与发展现状。同时,结合产业发展趋势与商业生态模式理论,运用价值共创理论总结了现今具有代表性的商业生态模式,包括“终端 服务”的软硬件垂直一体化商业生态模式、“工具 社区 商务”的平台化商业生态模式、“LBS SNS O2O”的商业生态模式。最后,给出AT T公司调整商业生态模式的实际案例,为相关企业实现价值共创提供参考。

Abstract:

Using the theory of value chain, the paper structures a hierarchical model about mobile internet value chain from the functional perspective, including infrastructure providers, network service operators, terminal service and application providers. Then it analyses the division of work and current situation at every level. Meanwhile, combining with the development endency and the theory of business ecosystem, the paper concludes the representative business ecosystems with the piont of creating value together till now, including vertical integration (terminal service), platform (application community business) and (LBS SNS O2O). At last, it puts forward a case about the adjustment of AT T’s commercial ecological pattern in order to provide the reference of creating value together for relevant enterprises.