手机媒体嵌入式经营模式研究

上海交通大学硕士学位论文手机媒体嵌入式经营模式研究姓名：林诗吟申请学位级别：硕士专业：传播学指导教师：李本乾200701014“”5RESEARCHONEMBEDDEDPROFITMODELOFMOBILEPHONEMEDIAABSTRACTMobilephonehasbecomeanessentialcommunicationtoolforpeople,providinggreatconvenienceforpersonalcontacts.Itonlypossessesvoice-communicatingfunctionearlier.Withthedevelopmentoftechnology,multi-mediamessageservicecametouse.Anewmediaindustryappearedandmessageproductswerecreatedandprocessedprofessionally.Toassumemobilephonemediaastraditionalmediawhichsellstwice,ratherthantreatitasanopen,mobileandupgradeconstantlysellingsystemisincomplete.Mobilephoneplayedtheroleofswitchboardinthemarket.Toholdthepredominanceinthegameofindustrychain,takingupmarketshareinadvanceisnecessary.Companydesignisaveryimportantprofitmodel.Companydesignwhichmeetstherequirementofcustomersguaranteesfindingcustomersandincreasingrespondingspeed.Specializedcompanydesigniseventhesourceofconstantlystableincome.However,therevolutionofsellerisnotenoughtoshowthegreatimaginingspaceof6mobilephonemedia.Profitmodelofmobilephonemediaisembedded.Becauseofseveralfunctionsforexamplethepre-storedfee,mobilecommercialmodelscanberealized.Asaresult,muchmobilebusinesscanbeembeddedintomarketingplanofmobilephonemediacompanies.Theindependenceofcontentformatandnon-compatibleoffacilitiesarethebasicoffacilitiesandcontenttiemodel.Ramificationbusinessmodel,reciprocalmodelandmultiplecomponentmodelsarealsoembeddedintomobileincrementplatform.KEYWORDS:Embeddedprofitmodels,mobilephonemedia,mobilestreammedia,businessmodels220061213□□√“√”2006121200612111.1·“”“”1“”“”2003“”1[]200482——3GIT200544%e3G200720%20101.252006200712.732000300019022Globaltelecommunications,IndustrysurveybyiResearchIncQuarterlyupdate(2005-2006)312006Graph1:Incomeoftheworld’smobilestreammediabusinessin200622007Graph2:Usersoftheworld’smobilestreammediabusinessin200720006356.652020051420986.7%80864.8%41.23G3G2005312005i-modei-motioni-shoti-appliFOMAM-StageV-LiveNTTDoCoMo3G-PCMovieSha-MailJ-PhoneNaviMailezmovieezplusKDDINATEJuneSKTVODMODmagic@multipackFimmKTF3CNKI200651ez-iLGTKhai17-25Westelmm02SMSurpriseWINDTelecomVdieoEraOmnixPolskaTelefoniaCyfrowaRadiolinjaT-MobileT-MobilemModeCingular-AT&TWirelessVcastVerizonWirelessT3GVideoClipsRWorldRelianceInfocommMTV2G2.5G20032005WAP6“”2005352004——·4“”54“”——“8”“”“”——“”——“”6·PDA726200088773293307200557320620791.3.2ShortMessageServiceSMSSMS1992VodafonePC83Graph3:Sendingsystemofshortmessage701608218682010GSMCDMATDMAPCS0.10.15EMS(EnhancedMessageService)MMS(MultipleMessageService)EMSEMSMMSEMSMMSMMSEMSEMS111.3.3122.12.1.1801982GSMGSMEFRGSMGSM(DTMF)DTMFGSMDTMF13GSMCCITT3GSMGSMGSM160GSMCDMACDMACode-DivisionMultipleAccessCDMACDMACDMAGSM142.1.23GSmartPhonePDAPDAPDAGPRSMMS2006MioA701MioA701PocketPCWindowsMobile5.0130MioA701GPSGSM/GPRS520MHzIntelXScalePXA27128MBRAM64MBROMMMC/SD2.765KLCDQVGA1.2USB117×59×22mm15020024050093G3rdGeneration(1G)GSMTDMA(2G)92006.2.14151995199619972Mbps()384kbps()144kbps103G3G3G3G2.1.32005930%IDA2005898.1%AnalysysInternational200490%1020041016100%2007100%200461%20107520103011——200412318.112.711NokiaExecutiveSees3BillionMobilePhoneUsersWorldwideBy'10://=1&channelid=94&presearchword=ID=16093717()()()50001330%200420%WAP100%2029%ARC20093G3014“”•GordonMoore1965“12”“18”“”132006414315314tom=7795“”1924242.2GSM1991GSM10121020GSM82.4%29%GSMGSM10002G3G2006GSM203.7213690GSMGSM1082%GSM3.71.4583007800GSM2020053.930.3/20011.44225%1.42.12.73.33.918%22%29%50%68%012345200120022003200420054Graph4:SituationofChina’smobilephoneusers200515%80%20025,20054152006571.515152005-2006212001-200619.893.6229.27252.56415571.537.7%64.3%10.2%144.9%372.7%0100200300400500600700200120022003200420052006FRMB00.511.522.533.5452001-2006Graph5:MarketscaleandpredictionofChina’smobileincrementbusinessfrom2001to200615%SP2005SP200516.4%4.3%9.6%14.2%16.4%0.0%5.0%10.0%15.0%20.0%25.0%20022003200420056Graph5:Chinamobileincrementmarketrateoutofmobilecommunicationmarket222424CNN24(SMS)(MMS)(CRBT)(WAP)(LBS)(IVR)232.2.120001020042177620057.530000.13002005102466.625040.13.836420051872005Graph7:Changeofnationalmobileshortmessagebusinessinthepreceding8monthsof2005Forrester24201092%(SMS)20100572280101516574525201518--2829--392.2.2MMSMultimediaMessagingService200210915:8514TOM21CN6388.net602003329E(mms.sohu.com)16:Marketscaleofmulti-mediamessage4.3820054500509050002.2.3IVR26Gartner2004200550202009100200320042005200536252~3172.2.42005SK20023200351720031015020032018CCWResearch20052005102.86895.22018-30301720051820042723-3060181%200540002020062.2.5200551392005121172“”3G20063G3GOrang