【作者】 牟晓霞；

【导师】 阚凯力；

【作者基本信息】 北京邮电大学 ， 企业管理， 2007， 硕士

【摘要】 通信技术的进步，经济的发展，催生了人们对于移动搜索的需求，移动搜索尚且处于市场导入阶段，市场格局没有形成，业务也尚未开展起来，更谈不上成功的商业模式，目前移动搜索还存在很多制约其发展的问题。鉴于此，本文完成了以下几方面工作：1．理清移动搜索在技术和业务方面世界范围发展现状，并且从中总结出存在的问题和发展方向。2．对移动搜索目标客户进行消费行为分析，确定目标客户，给出营销建议，从而移动搜索业务的研发和改善更有针对性。3．对移动搜索进行市场分析，做出合理的市场规模分析与预测，进行全面的移动搜索发展利弊分析。4．对移动搜索的盈利模式进行分析，并且给出相应的盈利模式和资费模式建议。5．从移动搜索业务发展的角度进行分析给出合理建议6．从移动整个产业的发展角度给出促进移动搜索行业发展的相关建议。本文的目的在于通过利用合理的方法从多个角度全面的分析移动搜索业务，从而对于这样一个新业务给出一些切实有效、对实践有指导意义的建议，从而对于促进移动搜索业务的发展有所帮助。更多还原

【Abstract】 The advancement of telecommunications technology and the development of economic have hastened people’s need for mobile search. Mobile search is still at the stage of moving into the market, the market has not been formed, the business has not yet launched, let alone a successful business model. There are still many mobile search constraints on their development. In this paper, It finished the work as the following aspects :1. Sort out the worldwide development of mobile search in the aspects of and technical and operational, and then sum up the problems and the direction of development.2. Do behavior analysis of mobile search customers, confirm the target consumer, give the marketing advice, thus make the development and improvement of mobile search business more targeted . 3. Do the market analysis of mobile search, make a reasonable forecast, and conduct a comprehensive analysis of the pros and the development of mobile search.4. Do Analysis of the profit models of mobile search, and the corresponding profit model proposed.5. Give the reasonable proposals on mobile search from the perspective of the business development.6. From the perspective of the development of the whole industry. Give the relevant recommendations for the development of the mobile search industry.The purpose of this paper is to do some comprehensive analysis of mobile search business through the use of reasonable approaches from different angles. For a new business, which can effectively gives some guiding significance to the practice and operations in order to promote the development of mobile search.更多还原