【作者】 陈致豫；

【导师】 鲁耀斌；

【作者基本信息】 华中科技大学 ， 管理科学与工程， 2011， 博士

【摘要】 随着移动互联网的飞速发展以及我国3G牌照的发放,移动商务作为一个全新的产业凭借其独特优势将获得更快的发展。传统的移动运营商个体间的竞争也逐渐演变成为了价值链的复杂竞争,维护移动商务价值链中成员的良好关系成为我国移动商务持续健康发展的保障。本文主要研究移动商务价值链成员关系的关系建立、关系发展和关系持续,试图构建全新的价值链成员关系模型,以丰富移动商务自身的理论基础,为价值链主导者提供启示,也为后续研究移动商务组织行为提供理论依据。本文首先分析并构建了我国移动商务价值链框架。3G环境下,移动运营商向价值链上下延伸,成为最大最主要的服务提供商；由于3G对内容和应用的强大需求,内容提供商成为价值链中的重要角色和新秀；产业间竞争的加剧,使得价值链主导者运营商更加注重与内容提供商、终端制造商等价值链成员的关系深化。在分析移动商务价值链的基础上,本文重点研究了价值链成员关系的动态发展过程：关系建立、关系发展和关系持续。基于演化博弈理论,在研究价值链成员关系建立时构建了移动运营商和内容提供商之间合作的演化博弈模型,并求解模型,找到了在共同收益和成本确定的情景下的最佳收益分配比例s*和1-s*,并根据共同收益和成本与努力水平的内在函数关系,得出共同利益最大化条件下的移动运营商和内容提供商的最优努力水平。结合我国移动商务的发展现状,基于内容提供商视角,本文在研究价值链成员关系发展时提出了移动运营商和内容提供商的关系满意模型。实证结果表明运营商的关系投资对内容提供商经济满意同时存在直接和间接正向影响；运营商与内容提供商之间的沟通对内容提供商非经济满意同时存在直接和间接正向影响；内容提供商的信任对内容提供商的经济满意和非经济满意同时存在直接正向影响。在研究移动商务价值链成员关系满意的基础上,提出了移动商务价值链成员的关系持续模型,实证结果表明内容提供商对移动运营商的依赖显著正向影响内容提供商的关系满意和关系承诺；内容提供商与移动运营商的共享价值观显著正向影响内容提供商的关系承诺；内容提供商的关系满意和关系承诺显著正向影响内容提供商的关系持续。更多还原

【Abstract】 With the rapid development of mobile Internet, mobile commerce as a new industry with its unique advantages will be developed faster. Accordingly, the competition between traditional single mobile network operators gradually evolved into a more complex competition model within whole mobile commerce value chain. Maintaining good relationships with members in mobile commerce value chain is critical to the sustained and healthy development of mobile commerce. The objective of this study therefore is to examine the relationship establishment, relationship satisfaction, and relationship continuance between members in the mobile commerce value chain. Toward that goal, the theory of value chain and theory of relationship marketing were adopted from prior literature to theorize a new model of members’relationship within mobile commerce value chain. By doing so, the current study thus contribute to a better theoretical understanding of mobile commerce value chain membership as well as offer practical insights to the main mobile network operators for managing their valuable members’relationship. This study also can serve as a stepping-stone for further research in mobile commerce value chain field.First, the current study proposed a research framework of China’ mobile commerce value chain based on the existing literature. In 3G environment, mobile network operators became the largest services provider in the mobile commerce value chain as they extend their business range to response outside competition. Due to consumers’strong demand of content and applications in 3G environment, the content providers became an important player in the new mobile commerce value chain. As the competition among the mobile commerce industry becoming more and more intense, mobile network operators, the leaders of mobile commerce value chain pay more attention to manage their relationships between content providers and other important members in their mobile commerce value chain.Thus, based on the characteristics of mobile commerce value chain, the current study mainly focus on the dynamic relationship building process of members in mobile commerce value chain:relationship establishment, relationship satisfaction, and relationship continuance.Based on the evolution game theory, this paper builds an evolution game model and discusses the optimal ratio of profit allocation between mobile network operators and content providers under condition of fixed joint profit and costs. Meanwhile, the article also discusses the optimal effort level of mobile network operators and content providers when the ratio of profit allocation decided. Specifically, it discusses the relationships among the effort level, contribution coefficient, ratio of profit allocation and coefficient of innovation costs in the condition of the joint profit maximum and individual profit maximum, respectively.Drawing on the previous research findings and encompasses specific characteristics of china’s mobile business development status, the current study builds a structural equation model of relationship satisfaction between mobile network operators and content providers and empirical examined the model. The results indicated that mobile network operators’relationship investment positively influences content providers’ economic satisfaction both directly and indirectly via content providers’ trust. The communication between mobile network operators and content providers positively affects content providers’non-economic satisfaction both directly and indirectly via content providers’trust. Content providers’trust has positively influence on both mobile network operators’ economic and non-economic satisfaction.Based on the relationship satisfaction research, we also establish a structural equation model of mobile network operators and content providers relationship continuance and empirical examined the model. The study found that content providers’ dependence has positive influence on their relationship satisfaction and commitment; the shared value between mobile network operators and content providers positively affect content providers’relationship commitment; content providers’relationship satisfaction and commitment have positive influence on their relationship continuity with mobile network operators in mobile commerce value chain.更多还原