【摘要】：隨著移動(dòng)互聯(lián)網(wǎng)的快速發(fā)展,以微信為代表的移動(dòng)即時(shí)通訊應(yīng)用憑借其開拓性的用戶體驗(yàn)和創(chuàng)新功能,迅速積累了海量用戶并成長(zhǎng)為平臺(tái)生態(tài)圈,擁有巨大的社會(huì)價(jià)值和傳播價(jià)值,同時(shí)也蘊(yùn)含著極其可觀的商業(yè)價(jià)值。目前,微信雖然已經(jīng)開始步入商業(yè)化進(jìn)程,但其商業(yè)模式并不明晰,且面臨著商業(yè)模式創(chuàng)新的瓶頸。因此,對(duì)于微信平臺(tái)商業(yè)模式的研究具有重要的理論意義和實(shí)踐意義。 本文首先對(duì)微信的發(fā)展?fàn)顩r和研究現(xiàn)狀進(jìn)行了概述性分析。接著通過對(duì)微信版本迭代和相關(guān)功能的分析梳理,得出微信是一個(gè)以即時(shí)通訊功能為核心,融合包括社交平臺(tái)、開放平臺(tái)、游戲平臺(tái)、公共平臺(tái)、電子商務(wù)平臺(tái)在內(nèi)多個(gè)業(yè)務(wù)模塊,同時(shí)連接“人與人”和“人與服務(wù)”的平臺(tái)生態(tài)系統(tǒng)的結(jié)論。 本文的主體部分首先對(duì)微信的商業(yè)化現(xiàn)狀和所具備的商業(yè)化條件進(jìn)行分析梳理,得出商業(yè)化是微信實(shí)現(xiàn)可持續(xù)發(fā)展的必然趨勢(shì)的結(jié)論。接著文章將微信現(xiàn)有的商業(yè)模式主體分為五類,包括增值服務(wù)、移動(dòng)游戲、移動(dòng)營(yíng)銷、電子商務(wù)和移動(dòng)支付,而這五類商業(yè)模式都是基于微信的平臺(tái)商業(yè)模式得以展開。進(jìn)而結(jié)合平臺(tái)相關(guān)理論,通過對(duì)微信的平臺(tái)商業(yè)模式的機(jī)制與核心價(jià)值進(jìn)行具體分析,得出微信作為包含雙邊用戶市場(chǎng)的平臺(tái)生態(tài)系統(tǒng)其內(nèi)部具有“一方用戶群體發(fā)展壯大會(huì)牽引另一方用戶群體的發(fā)展壯大”良性循環(huán)的機(jī)制的結(jié)論。 微信的商業(yè)模式在未來有著很廣闊的想象空間,但也存在諸如處理商業(yè)化需求與用戶體驗(yàn)之間矛盾、個(gè)性化服務(wù)與用戶隱私之間矛盾的問題。需要通過完善運(yùn)營(yíng)制度、企業(yè)用戶自律以及網(wǎng)民媒介素養(yǎng)的提升來共同推進(jìn)其商業(yè)模式健康、良性的發(fā)展。
[Abstract]:With the rapid development of the mobile Internet, the mobile instant messaging application represented by WeChat has rapidly accumulated a large number of users and grown into a platform ecosystem with its pioneering user experience and innovative functions. Has the huge social value and the dissemination value, simultaneously also contains extremely considerable commercial value. At present, WeChat has entered the process of commercialization, but its business model is not clear, and facing the bottleneck of business model innovation. Therefore, the research on the business model of WeChat platform has important theoretical and practical significance. In this paper, the development of WeChat and the status quo of research are analyzed. Then through the analysis of WeChat version iteration and related functions, it is concluded that WeChat is an instant messaging function as the core, including social platform, open platform, game platform, public platform, E-commerce platform, including multiple business modules, linking "people to people" and "people and services" of the platform ecosystem conclusions. The main part of this paper firstly analyzes the current situation and conditions of commercialization of WeChat, and draws the conclusion that commercialization is the inevitable trend for the realization of sustainable development of WeChat. Then the article divides the existing business models of WeChat into five categories, including value-added services, mobile games, mobile marketing, e-commerce and mobile payment, which are all based on WeChat platform business model. Then combined with the platform related theory, through the WeChat platform business model mechanism and the core value carries on the concrete analysis, The conclusion is that WeChat, as a platform ecosystem containing bilateral user market, has the mechanism that "the development of one user group will lead to the development and growth of the other user group". WeChat's business model has a broad imagination in the future, but there are also problems such as dealing with the contradiction between commercial needs and user experience, and between personalized services and user privacy. It is necessary to promote the healthy and healthy development of its business model through improving the operation system, self-discipline of enterprise users and the promotion of Internet users' media literacy.
【學(xué)位授予單位】：北京印刷學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G206-F

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