An Operators' Perspective: Study on M-commerce Competitiveness of Chinese 3G Market

摘要

Because of inadequate study of customer behavior, it is difficult to develop targeted marketing strategies and business models, which also blocks its global development. And this lack of market perception has already become the barrier of its global development. Given the above situation, this article adopts Structural Equation Model to explore how to improve the competitiveness of 3G M-commerce marke. It also reveals the characterisitics of 3G market, and provides a scientific basis for development of operator strategies and progress of this industry.