【作者】 沈琦；

【导师】 秦春荣；

【作者基本信息】 华东师范大学 ， 情报学， 2007， 硕士

【副题名】从手机移动搜索谈起

【摘要】 海量的信息资源使我们不得不借助搜索引擎等工具才能便捷地查找到所需信息。而通信业的迅猛发展，让人们可以随时随地保持联系。鉴于互联网搜索以及移动通信这两个产业发展成熟，人们又提出了一个新的搜索理念——移动搜索。移动搜索是指利用移动终端的WAP站点或者是短信搜索引擎系统，通过移动通信网与互联网的对接，将包含用户所需信息的互联网中的网页内容转换为移动终端所能接受的信息，并针对移动用户的需求特点提供的个性化的搜索方式。移动搜索具有搜索时效性高、搜索结果精确度高、设备轻便、成本低等优势，它可以为用户提供更加便捷的搜索服务。但是移动搜索毕竟处于发展的初级阶段，它的很多方面都不完善，比如移动搜索产业价值链的不成熟，它的盈利模式构建不完善，如何引导用户使用移动搜索业务是目前摆在搜索服务商、移动运营商以及手机厂商面前的共同问题。鉴于研究工具、研究时间以及篇幅限制，本论文将主要以手机移动搜索作为研究平台，着重讨论移动搜索的产业链和盈利模式问题。在产业链研究这一部分，本文利用理论工具，即产业价值链和价值网理论来论述移动搜索产业价值链的构成、各环节上成员的作用，利用SWOT分析法对产业链进行分析。依据理论，移动搜索的产业链可以用价值网结构来勾画，价值链上各成员紧密地团结在用户周围，对用户的使用偏好提供快速服务。在这其中，移动搜索服务商是整条产业价值链的源头，它肩负技术革新、搜索内容扩充、用户群培养之重任；移动运营商是纽带，它既连接搜索服务商，又与移动设备生产厂商合作，为移动搜索提供必要的平台；而手机厂商也是该产业链中不可或缺的一环，它推陈出新，将搜索功能植入手机等搜索设备中才能让用户真正体验移动搜索服务，交互式的网络关系更利用企业对用户的需求做出快速的反应。移动产业链的逐渐成熟贵在企业间的相互合作，将客户利益放在首位，但是利益之争也不可避免。本文利用SWOT分析法对移动搜索产业价值链进行研究，其优势在于市场前景良好，吸引了众多企业加入该市场，而它目前存在的威胁来自于产业链内部的利益冲突。在产业发展初期，搜索服务商是为培养用户群而暂时舍去利润，但是随着产业的进一步发展，服务商可能也会向用户收取一定费用。这笔费用是转嫁给用户还是与运营商协商利润分成?若是在利益冲突问题上处理不当，将会直接影响整个产业链的构架以及产业的今后发展。建立稳定的用户群，提高用户使用忠诚度以及技术上的开发有利于帮助解决产业价值网内部的利益冲突问题。本论文在研究移动搜索盈利模式这一问题时，从现有的互联网搜索盈利模式出发，借鉴其成功之处。之所以把互联网搜索的盈利模式作为参考模型是因为这两者之间存在较多的相似之处，同样是搜索信息产业，只是两者利用的设备和工具不同。互联网搜索也经历了将近10年的发展历程才达到现今广泛使用的规模，它的盈利模式也形成了独有的体系，这种依靠广告生存的盈利模式虽然简单，却是它的商业基础。本论文中提出的移动搜索盈利模式分为两部分，一部分的收益来源于用户端，另一部分来自于企业端。用户端收费必须以不流失用户规模为前提条件，以套餐形式给予用户优惠价格，或是利用特色服务来吸引住用户。在用户规模达到一定规模之后，也可以发挥移动搜索服务商协商议价能力，与运营商进行利益分成，既保证了用户总消费金额基本不变，又能使服务商与运营商双方得利。企业端收费模式与互联网搜索的盈利模式较为相像，通过竞价排名和移动搜索广告来获取收益。在移动搜索结果中，排名的先后顺序更具商业价值。搜索服务商可以向企业提供搜索频率高的关键词竞购业务，帮助企业获得更好的搜索排名，提高投资回报率。移动搜索广告收入随着技术、市场成熟，也会成为移动搜索盈利模式中的重要组成部分。低的广告投入成本，高的广告效应会吸引更多企业竞投移动搜索广告。另外现在一些服务商已有的盈利方式是与企业合作，在相关搜索结果中显示企业品牌名字，这种合作方式今后可能更多的出现在本地搜索中。本论文一共分为六章。第一章主要介绍了移动搜索的研究背景、现状，研究的意义和目的以及整篇论文的结构。第二章主要是移动搜索相关内容的阐述，包括互联网搜索与移动通信产业的发展情况，移动搜索的定义、特点和分类，移动搜索在各国的发展情况，分别介绍了英国、美国、日本、韩国和我国移动搜索发展的具体情况。第三章的内容是由理论引出移动搜索的产业价值链问题，分析移动搜索产业价值链的构成以及各成员在价值网中发挥的作用，利用SWOT分析法研究移动搜索产业价值链的优势、劣势、机会和威胁四个问题，并分析了在不同商业环境中，移动搜索产业链上企业合作以及业务发展重点上的差异。第四章主要是移动搜索盈利模式的构建，借鉴现有且发展较为成熟的互联网搜索的盈利模式，同时分析移动搜索盈利模式的现状，试着构建出符合移动搜索长期发展的盈利模式，并从用户端和企业端两方面收费模式进行论述。第五章是对移动搜索未来发展趋势的展望，阐述了用户规模、技术、搜索内容和渠道、个性化问题、搜索广告、相关法律法规建立等发展。第六章予以总结。更多还原

【Abstract】 Great quantities of information resources make us ask for help from search engine, which provides us a convenient path to look for information. On the other hand, mobile communication industry is developing quickly these years. Owing to the two industries we mentioned, here coming a new idea, Mobile Search. Mobile search is to search information from SMS system, WAP site or Internet by mobile search devices. The advantage of mobile search is that accurate searching result, convenient searching equipment, low cost and etc. Mobile search can provide more convenient searching service than Internet search does.However, the disadvantage of mobile search industry will limit its development. The undeveloped industry chain, unformed profit mode will not help to expand the scale of mobile search users. Now the problem to mobile search service companies, mobile operators and mobile phone manufacturers is to introduce the mobile search service among more users together. The companies try their best to improve searching technique and searching service, even mobile search service companies provide free searching service. The purpose of doing so is to raise the number of users.Due to the limiting research tool, time and words, the paper is based on mobile phone search research and mainly doing research on the industry chain and profit mode. In Chapter 3, the constitution of the industry chain and the effect of each company of the industry chain will be studied by the theory and SWOT analysis tool of the industry chain. According to the theory and analysis, the industry chain of mobile search matches the structure of industry value net. Mobile search service companies, mobile operators and mobile phone manufacturers work together to expand the scale of the users. In the industry chain, mobile search service companies are the sources whose responsibilities are to improve the searching technique, searching scope and service quality. Mobile operators are the links who combine service companies and manufacturers. Mobile phone manufacturers are also critical members who invent mobile phones with searching function. The industry chain will be more and more perfect, which depends on the cooperation of service companies, operators and manufacturers. The advantage of mobile search industry is its good developing prospect, but it is threatened by the internal benefits. Now search service companies provide free service. Yet service companies may also charge the users in the future. Operators and service companies should pay attention to the problem that users pay more. However the members of mobile search industry chain should expand the user scale, strength users’ faith and improve searching technique which will help to solve the problem of internal benefits.The profit mode of mobile search is mainly studied in Chapter 4. In the first part of this chapter, the profit mode of Internet searching industry is used for reference to look for a suitable mode of mobile search because the Internet searching industry is similar to mobile search industry. The profit mode of Internet searching industry depends on advertisement revenue, which is formed by its ten years’ development. However, mobile search’s income is composed of individual users and enterprises. Fee package which charges the individuals and special searching services can attract more and more users. After forming a stable users’ scale, mobile search service companies will discuss the revenue with mobile operators, which will not increase the service fee and both service companies and operators can gain a lot of profit. The profit from enterprises is made up by ranking auction and advertisement revenue. Ranking in mobile search is important for enterprises so mobile search service companies can provide the hot keywords for enterprises, which will help enterprises to increase ROI (return on investment). Advertisement revenue will also be an important part of mobile search profit mode when the market develops well in the future. Now some service companies cooperate with some enterprises to provide brand searching result service, which is another profit way for service companies.The paper is composed of six chapters. The first chapter is mainly doing research on the background, present condition, meaning and construction of mobile search. The second chapter describes definition, feature, and category of mobile search. In the third chapter, the industry chain of mobile search is researched by theory. Strength, weakness, opportunity and threaten of mobile search and the difference of development in the different business environment are analyzed. In the fourth chapter, the profit mode of Internet searching industry is used for reference in order to form a suitable profit mode of mobile search. Following the profit mode is discussed from two aspects, which is made up of individual users and enterprises. The fifth chapter is about the prospect of mobile search, which includes users’ scale, searching technique, searching channel, searching advertisement and relevant law. In the last chapter, a conclusion is drawn from above chapters.更多还原