摘 要 移动互联网是一种新型的融合型网络，客户可以用手机、PDA 或者其他手执终端通过移动网接入网络。目前除了文本浏览、软件下载等基本应用外，移动互联网所提供的手机音乐、移动电视、网络视频、在线游戏、即时通信、位置服务、移动广告等应用增长非常迅速，目前正在产生现代移动通信网络与互联网业务深度融合的其他杀手级应用。 随着4G网络运营时代的来临，移动互联网的业务需求出现爆炸式的增长，基本的业务体系、业务模式、商业模式和发展模式受到巨大冲击。互联网的开放模式已经从最初的论坛发展到SNS、微博、网络社区等，人与人的沟通距离进一步拉近，移动互联网生态链也从单纯的运营商模式发展成为由运营商、内容商、终端制造商以及应用开发商组成的生态链模式。电信运营商原有的基本业务体系与商业模式正遭受来自前所未有的互联网新模式挑战。 论文首先阐述了移动互联网相关概念和理论，分析了中国移动在移动互联网时期当前的发展现状和问题，通过内外部环境分析指出了中国移动存在在移动互联网发展中面临被边缘化的危险，从而提出了中国移动必须从移动互联网产业链格局以及产业链中的竞争和发展出发对自身进行重新定位和商业模式策略重新构建，试图为中国移动确保移动通信市场主导地位，增强在产业链中的话语权和竞争力提供参考依据。

ABSTRACT The mobile Internet is a new converged network. The mobile phone， PDA or other terminal can connect to the Internet through the mobile network， and enjoy public service on the Internet anytime， mobile advertising applications rapid growth and continues to other applications derived from the depth of integration of mobile communication and Internet services. With the 4G operators era the development of mobile Internet disruptive changes ， the business needs of the mobile Internet is showing explosive growth， basic business system， business model and development model been a huge hit.The Internet has developed from the initial BBS to SNS，microblogging， online communities， mobile Internet development from the operator mode to operators， content providers， terminal manufacturers and application developers ecological chain mode. and on behalf of fee-based business operators support mobile payment services is experiencing strong alternative， the original business in the mobile operators， system and business model is suffering from the overall challenge of the mobile Internet. As China's largest mobile operator， China Mobile Communications Corporation is facing not only the competition of other operators， but also by the challenges and threats from the terminal manufacturers， Internet companies and other traditional partners. How to identify the correct positioning in the industry chain， China Mobile is the rapid development of the mobile Internet era is essential， which is the purpose of this paper. The paper firstly analyzes China's mobile Internet industry chain environment，find out the enterprises in the industrial chain key problems，explore specific strategies through the analysis of the corporate strategic objectives， the external environment and internal capabilities，and finally put forward in favor positioning strategy for the smooth implementation of protection。Trying to enhance the right to speak and competitiveness in the industrial chain to provide a reference for China Mobile，provide useful recommendations for the enterprise in the sound and rapid development of the mobile Internet era。