移动产业双边市场的商业模式研究—以苹果公司为例

Research on Establishing Two-Sided Market Business Model in Mobile Industry—The Case of Apple Inc.

摘要: 移动终端市场增长迅速，可观的市场前景为全球移动产业提供了巨大的利润和发展的空间。国内企业如何在社会转型的时代背景下建立创新的商业模式，该问题具有重要的理论及实践意义。苹果公司所建立的商业模式值得研究与学习。本文围绕商业模式的问题，基于对苹果公司案例分析，对移动产业生态圈需要建立的“双边市场”商业模式理论进行了详细阐述，并为中国移动产业未来发展提供了理论启示和发展建议。

Abstract: The demand for mobile devices and intelligent terminals has increased hugely in recent years, which creates a great mobile market. In this background, Chinese companies need to know how to build the innovative business model to seize the opportunity. And it is worth researching the case of Apple Inc., which achieves great commercial success in this industry. Based on case study from Apple Inc. and research on mobile industry ecosystems, this paper illustrates the two-sided market model that Chinese enterprises in mobile industry have to build, and also gives the theoretical implications and development advices.