移动商务对义乌中小企业电子商务模式转变的影响研究

Influence of Mobile Commerce on the Change of E-business Models for the Minor Enterprises in Yiwu

义乌"国际贸易综合改革试点"将无形市场作为蓝图规划,电子商务营销模式为义乌中小企业谋求商业变革和转型提供了强有力手段,随着改革进入深水区以及移动互联网的高速发展,移动商务为正处于转型升级的中小企业提供了第三次经营模式转变的契机,本文以义乌中小企业为蓝本,从移动商务的应用方式和特点分析其对义乌中小企业的影响,进而说明通过移动商务转变传统电子商务模式,可能提高企业营销效率。

In the project of International Trade Comprehensive Reform Pilot in Yiwu City, the invisible market is planned as the blueprint. E-business models provide great means for the minor enterprises to project commerce reform and transition. With the deepening of reform and the rapid development of mobile internet, mobile commerce gives the opportunities to the minor enterprises to change business models for the third time, which are in the condition of transformation and upgrading. Taking the minor enterprises in Yiwu City as the example, this article analyzes the influence of mobile commerce on the minor enterprises from the aspects of application modes and characteristics, so as to change the traditional e-business models and improve the marketing efficiency.