本文選題：場(chǎng)景時(shí)代 + 移動(dòng)社交媒體�。� 參考：《南京財(cái)經(jīng)大學(xué)》2016年碩士論文

【摘要】：科技的發(fā)展孕育著新的變化,羅伯特·斯考特提出隨著“移動(dòng)設(shè)備”、“大數(shù)據(jù)”、“社交媒體”、“定位系統(tǒng)”、“遙感器”等五要素的發(fā)展,社會(huì)進(jìn)入場(chǎng)景時(shí)代。所謂“場(chǎng)景”就是基于空間與基于行為與心理的環(huán)境氛圍,場(chǎng)景時(shí)代的到來(lái)給人們的生活以及現(xiàn)代商業(yè)帶來(lái)了重要的影響。場(chǎng)景分析、挖掘、制造等逐漸成為商業(yè)發(fā)展重點(diǎn),對(duì)于移動(dòng)社交媒體也不例外。目前,移動(dòng)社交媒體雖然市場(chǎng)前景良好,但是市場(chǎng)競(jìng)爭(zhēng)越來(lái)越激烈,流量變現(xiàn)之難、持續(xù)的入口之爭(zhēng)等問(wèn)題,讓大多數(shù)的移動(dòng)社交媒體陷入盈利困境。移動(dòng)社交媒體現(xiàn)有盈利模式廣告、增值服務(wù)、電子商務(wù)以及移動(dòng)游戲等盈利模式,在場(chǎng)景時(shí)代是否依舊適用?移動(dòng)社交媒體如何才能開(kāi)發(fā)出更適合場(chǎng)景特征和用戶需求的贏利模式?新的贏利模式包括哪些要素,應(yīng)具備什么樣的特征?這一系列問(wèn)題構(gòu)成本文研究的出發(fā)點(diǎn)。本文采用對(duì)比分析法、文獻(xiàn)分析法、案例分析法等,按照“場(chǎng)景時(shí)代發(fā)生什么變化—基于變化新的盈利要素是什么—基于新的要素新的盈利模式是什么”的研究思路,從以下三個(gè)方面層層遞進(jìn)研究場(chǎng)景時(shí)代移動(dòng)社交媒體的盈利模式。第一,場(chǎng)景時(shí)代傳統(tǒng)營(yíng)銷理念變更。傳統(tǒng)的4P在場(chǎng)景時(shí)代具有了新的內(nèi)涵和特征:產(chǎn)品成為功能屬性和連接屬性的結(jié)合,價(jià)格敏感性讓渡于價(jià)值敏感性,分享成為渠道的引爆點(diǎn),連接重新定義了人和企業(yè)的關(guān)系。第二,場(chǎng)景時(shí)代移動(dòng)社交媒體新的盈利要素。本文嘗試提出場(chǎng)景時(shí)代社交媒體全新的盈利要素,主要包括:用戶需求、場(chǎng)景入口、完善的體驗(yàn)服務(wù)以及社群。第三,場(chǎng)景時(shí)代移動(dòng)社交媒體新的盈利模式。在提出新的盈利要素基礎(chǔ)以及對(duì)現(xiàn)有盈利模式分析的基礎(chǔ)上,提出了“工具+社區(qū)+電商”新盈利模式,這一模式為移動(dòng)社交媒體形成了“吸引用戶—沉淀用戶—用戶轉(zhuǎn)現(xiàn)”良性循環(huán),拓寬了移動(dòng)社交媒體的利潤(rùn)源、利潤(rùn)點(diǎn),豐富了業(yè)務(wù)體系,同時(shí)還建構(gòu)了場(chǎng)景社群的利潤(rùn)屏障,將為移動(dòng)社交媒體提供了新的發(fā)展思路。在對(duì)場(chǎng)景時(shí)代營(yíng)銷理念變化、盈利要素、盈利模式把握基礎(chǔ)上,本文提出移動(dòng)社交媒體的“工具+社區(qū)+電商”新盈利模式,發(fā)展此盈利模式,首先需要處理好三者的關(guān)系,社區(qū)是核心,工具、電商僅次于社區(qū),然后在此基礎(chǔ)上根據(jù)這三個(gè)模塊的特性提出具體的發(fā)展策略,從用戶場(chǎng)景需求把握工具功能,重點(diǎn)發(fā)展社區(qū)的內(nèi)容和關(guān)系,電商方面提供差異性服務(wù),開(kāi)發(fā)新的虛擬物品、服務(wù)等。由此,移動(dòng)社交媒體在場(chǎng)景時(shí)代實(shí)現(xiàn)更好的盈利。
[Abstract]:With the development of science and technology, Robert Scott put forward that with the development of "mobile device", "big data", "social media", "positioning system", "remote sensor" and so on, society entered the scene era. The so-called "scene" is based on the environment atmosphere of space and behavior and psychology. The arrival of scene era has brought important influence to people's life and modern business. Scene analysis, mining, manufacturing and so on have gradually become the focus of business development, and mobile social media is no exception. At present, although the market prospect of mobile social media is good, the market competition is becoming more and more intense, the traffic is difficult to realize, and the continuous competition of imports makes most mobile social media fall into profit dilemma. Does the existing profit model of mobile social media, such as advertising, value-added services, e-commerce and mobile games, still apply in the era of the scene? How can mobile social media develop profitable models that are better suited to scenario features and user needs? What are the elements of the new profit model and what characteristics should it have? This series of questions constitute the starting point of this paper. This paper uses comparative analysis, literature analysis, case analysis, etc., according to the research ideas of "what happens in the scene era-what is the new profit factor based on the change-what is the new profit model based on the new factor", This paper studies the profit model of mobile social media in the era of scene from the following three aspects. First, the scene era of traditional marketing concepts change. The traditional 4P has new connotations and features in the scene era: the product becomes the combination of the function attribute and the connection attribute, the price sensitivity gives way to the value sensitivity, the sharing becomes the tipping point of the channel, and the connection redefines the relationship between the person and the enterprise. Second, the scene era mobile social media new profit factors. This paper tries to put forward the new profit elements of social media in the scene era, including: user needs, scene entry, perfect experience service and community. Third, the scene era mobile social media new profit model. On the basis of putting forward new profit factors and analyzing the existing profit model, this paper puts forward the new profit model of "tool community ecommerce". This model has formed a virtuous circle of "attracting users-precipitating users-users transferring" for mobile social media, widened the profit sources, profit points, enriched the business system, and constructed the profit barrier of the scene community. Will provide a new development thinking for mobile social media. On the basis of the change of marketing concept, profit factors and profit model, this paper puts forward the new profit model of "tool community ecommerce" of mobile social media. In order to develop this profit model, we should first deal with the relationship among them. Community is the core, tools, e-commerce second only to the community, and then based on the characteristics of the three modules, specific development strategies are put forward to grasp the tool function from the needs of the user scene, and to focus on the development of the content and relationship of the community. E-commerce provides differential services, developing new virtual goods, services, etc. As a result, mobile social media in the scene era to achieve better profit.
【學(xué)位授予單位】：南京財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：G206-F

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 劉暢之;;移動(dòng)社交媒體的盈利模式探討[J];新聞世界;2015年08期

2 梁旭艷;;場(chǎng)景傳播:移動(dòng)互聯(lián)網(wǎng)時(shí)代的傳播新變革[J];出版發(fā)行研究;2015年07期

3 門長(zhǎng)暉;;4G時(shí)代,移動(dòng)社交呈現(xiàn)新趨勢(shì)[J];中國(guó)電信業(yè);2015年07期

4 蘇落;;構(gòu)建場(chǎng)景——移動(dòng)互聯(lián)基礎(chǔ)營(yíng)銷殺招[J];成功營(yíng)銷;2015年06期

5 林雨琪;;社交媒體的盈利能力分析——以Facebook為例[J];閩西職業(yè)技術(shù)學(xué)院學(xué)報(bào);2015年02期

6 彭蘭;;場(chǎng)景:移動(dòng)時(shí)代媒體的新要素[J];新聞?dòng)浾?2015年03期

7 徐劍;商曉娟;;社交媒體國(guó)際學(xué)術(shù)研究綜述——基于SSCI高被引論文的觀察[J];上海交通大學(xué)學(xué)報(bào)(哲學(xué)社會(huì)科學(xué)版);2015年01期

8 彭巍然;解迎春;;微信自媒體盈利模式研究[J];當(dāng)代傳播;2014年06期

9 王紹龍;徐新民;;物聯(lián)網(wǎng)視域下的微信盈利模式探析[J];傳媒;2014年09期

10 栗建;;谷歌眼鏡:營(yíng)銷“地理”大發(fā)現(xiàn)[J];IT經(jīng)理世界;2014年09期

相關(guān)碩士學(xué)位論文 前6條

1 程靖峰;移動(dòng)社交媒體的商業(yè)模式研究[D];西北大學(xué);2014年

2 李勇;微信廣告價(jià)值及盈利模式研究[D];湖南師范大學(xué);2014年

3 劉曉麗;中國(guó)社交網(wǎng)站SNS盈利模式研究[D];西南石油大學(xué);2012年

4 江泫;基于SNS的C2C電子商務(wù)網(wǎng)站盈利模式研究[D];北京交通大學(xué);2011年

5 盧飛;國(guó)內(nèi)SNS網(wǎng)站盈利模式研究[D];電子科技大學(xué);2011年

6 任遠(yuǎn);基于4P理論的美國(guó)電視劇營(yíng)銷研究[D];湖南大學(xué);2009年

，

本文編號(hào)：2108793