移动电商生态研究报告

1 泛在服务，平台创新 Ubiquitous Service, Platform Innovation ——移动电商生态研究报告 ——Mobile e-Commerce ecosystem research report 田丰 / Ben Tian 阿里研究院 / Ali Research Institute 2 目录 摘要 ........................................................................................................................................................... 3 关键词 ....................................................................................................................................................... 5 正文 ........................................................................................................................................................... 6 1.新基础设施：“云网端”全民部署 ................................................................................................... 7 2.新商业模式：泛在服务，私人订制 ................................................................................................... 9 3.新阿里生态圈：平台创新，无线联营 ............................................................................................. 15 4.结束语 ................................................................................................................................................. 23 参考文献 ................................................................................................................................................. 25 作者简介 ................................................................................................................................................. 27 3 摘要 移动电商是移动互联网时代各种行业商业化的热点市场与创业风口，从 PC 时代的电商演进到移动电商，是具有一定前提基础的，并且在此基础上商业模式持续创新，消费者市场碎片化，大公司与创业小公司必须共融、共生，前者打造丰富功能的电商平台，后者深耕细分领域的垂直市场，多方合作才能形成繁荣进化的生态圈，这个市场不是企业和企业之间的竞争，而是生态与生态之间的竞合，这个时代的消费者越来越不愿接受标准化的商品服务、更不愿延迟满足，而是希望即时解决个性化需求，这为传统电商生态带来了挑战与机遇。本文以当前主流的电商体系为研究参考，从互联网生态理念出发，根据最新趋势创新商业分析方法，对比不同移动电商业务形态，构建移动电商的研究分析基础与创新观点。 When every industries are commercialized, mobile e-commerce is the hot market and start-up factor. Initial foundation change market from PC e-commerce to mobile e-commerce. On this foundation, business model is changing, consumer market is fragmented. Big companies or small companies cannot meet all market need independently unless they work together. Big company provide platform with abundant function, small company focus on 4 developing different vertical market. Both of them form ecosphere which have evolution ability. Current competition is not between different companies but among different ecospheres. Now consumer hate delay standard services, but like instant personalized services. All of above bring challenge and opportunity to traditional e-commerce industry. In this paper, we analyze mainstream mobile e-commerce system with innovative methodology and ecological view in order to get new finding, conclusion and viewpoint. 5 关键词 消费经济学， 移动电商， 移动互联网， 物联网， 云网端， O2O， 社群电商， 场景电商 Consuption economics, Mobile e-commerce, Mobile Internet, IoT, Cloud+Internet+APP, O2O, Community e-commerce, Scene e-commerce 6 正文 1 阿里巴巴创始人马云说：“移动电商必定是移动互联网时代最重要的领域。”在 DT 时代(Dat