基于产业价值链整合探析移动互联网企业盈利模式

移动互联网企业在产业链上扮演着资源整合的角色。基于产业价值链,移动互联网企业与运营商、内容供应商及设备制造商之间呈关联度高的锥型关系,进而从用户价值、价值链定位、产品与服务、跨界竞合四方面分析影响其盈利的因素,并从内容付费、广告媒介、产品分销以及联盟营销与利益分享四方面探析移动互联网企业的盈利模式。笔者认为,移动互联网企业要实现盈利,必须整合企业内外资源,与产业链各环节紧密合作,才能最终实现用户价值。

Integration of Mobile Internet Companies Profit Model Based on Industry Value Chain

Mobile Internet companies play the role of resource integration in the industry chain.Based on the industry value chain,mobile Internet companies and operators,content providers and equipment manufacturers show a high degree of association between the cone,and then the paper analyses factors that affect their profitability from the user,the value chain positioning,products and services,cross-border competition and cooperation,and explores the mobile Internet business profit model from pay for content,advertising media,product distribution and affiliate marketing interests share.The author believes that the mobile Internet companies must integrate internal and external resources to achieve profitability,to work closely with the various aspects of the industry chain,in order to ultimately achieve customer value.