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手机上网快速普及奠定了移动互联网的巨大市场基础。统计数据显示,2012年中国移动互联网市场产值达到了712.5亿元,2013年中国移动互联网的规模将达到901.9亿元。数百亿巨大的市场,推动了当前移动互联网领域持续不断的创新热潮。移动互联网的广泛应用前景让细分领域机会大增,其中,移动购物被看成移动互联网第一大细分行业。第31次《中国互联网络发展状况统计报告》显示,截至2012年12月,我国手机端电子商务类应用也在迅速扩张,网民使用手机进行网络购物相比2011年增长了6.6%,用户量是2011年的2.36倍。在网络营销受到重视、网民消费观念转变等因素的影响下,不少商家纷纷打破单一经营模式,在传统渠道
The rapid popularity of mobile Internet has laid a huge mobile Internet market foundation. Statistics show that in 2012 China’s mobile Internet market output reached 712.5 billion yuan, China Mobile Internet in 2013 will reach 90.19 billion yuan. Hundreds of billions of huge market, promote the continuous innovation boom in the current mobile Internet field. The wide range of applications of mobile Internet opportunities for subdivision greatly increased, of which, mobile shopping is seen as the largest mobile Internet industry segments. The 31st “Statistical Report on the Internet Development in China” shows that as of December 2012, China’s mobile-terminal e-commerce applications are also rapidly expanding. Internet users using mobile phones for online shopping increased by 6.6% compared with 2011, and the number of users was 2.36 times in 2011. Under the influence of many factors such as the importance of internet marketing and the change of consumers’ consumption concept, many businesses have broken the single business model in succession. In the traditional channels