移动电子商务商业模式研究1摘 要与国外的移动电子商务比起来，我国的相对较晚，目前还处于起步阶段。虽说目前移动电子商务发展非常迅速，就是这种迅速，同时也造成了很多弊端，比如产业未到成熟时期就上线销售，或多或少会造成一些负面的影响。移动电子商务比传统的电子商务更为复杂化多样化，参与者比传统电子商务多，产业链同时也是传统电子商务的数倍，且在产业链上的各个主体分工并不明确，导致不确定发展环境的因素也较多。市场方面的发展秩序混乱，导致企业盲目生产，出现瓶颈化。移动电子商务产业前景和方向趋势并不明朗，想要达到整体共赢的一种和谐局面，必须使其移动电子商务向成熟方向发展，也就是形成一种商业模式。因此，研究移动电子商务的前景和趋势是目前热门的课题。本文通过对移动电子商务的理论和产业链模型的分析，总结出移动电子商务的发展必须要以产业价值链中的参与方为核心，方能形成盈利模式。最后，通过对产业价值链分析发现其中我国移动电子商务还存在安全、支付产业监管、产业链协助方面等一系列问题，进而有针对性地得出一些解决的策略和建议，来促进和完善我国电子商务商业模式的发展。关键词：移动电子商务；商业模式；产业价值链 1ABSTRACTCompared with foreign mobile e-commerce, the relatively late in our country, is still in its infancy. Although the current mobile e-commerce is developing very rapidly, it is this kind of fast, but also caused a lot of disadvantages, such as online sales industry is not mature period, more or less will cause some negative effects. Mobile e-commerce more complicated than the traditional electronic business diversification, more participants than the traditional electronic commerce, industrial chain is also a traditional electronic commerce several times, and in the industrial chain division of the subject is not clear, cause there are many uncertain factors of the development environment. The development of the market order, resulting in blind production, bottlenecks. Mobile e-commerce industry prospect and direction of the trend is not clear, want to achie...
