本文關(guān)鍵詞： 社群經(jīng)濟 資源型社群 發(fā)展策略　出處：《廣西大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：互聯(lián)網(wǎng)技術(shù)的發(fā)展改變了信息交互的方式,讓人們的溝通和連接突破了時間和地域的限制,人群的聚合——“社群”逐漸擺脫了地緣和血緣屬性。并且借助移動互聯(lián)網(wǎng)通訊錄綁定、身份驗證、地理定位等技術(shù)手段,互聯(lián)網(wǎng)社交的真實性和信任感大大增強,社群交互逐漸從線上延伸到線下,從虛擬走向現(xiàn)實,從精神互動走向商業(yè)合作。移動互聯(lián)網(wǎng)時代,“社群”逐漸帶有了經(jīng)濟屬性,實現(xiàn)了商業(yè)價值的創(chuàng)造和增值,完成了由“社群”到“社群經(jīng)濟”的飛躍。社群經(jīng)濟的發(fā)展依托移動互聯(lián)網(wǎng)社群組織,資源型社群是一種重要的社群類型,本研究以“資源型社群”為研究對象,通過對“南寧創(chuàng)客中心”運營的社群進行實地訪談以及其他社群的切身觀察,并結(jié)合相關(guān)文獻資料,總結(jié)了資源型社群在不同階段的發(fā)展策略。本研究首先對互聯(lián)網(wǎng)社群概況進行了梳理,為后文做好基礎(chǔ)理論分析。本研究借鑒產(chǎn)品生命周期理論將資源型社群發(fā)展分為成立期、成長管理期、商業(yè)化成熟期、衰退期四個階段,并著重研究其前三個階段的發(fā)展策略。在成立期、成長管理期兩個階段,不同的資源型社群發(fā)展具有共性特點,因此在這兩個階段筆者總結(jié)的發(fā)展策略對不同的資源型社群具有普遍適用性。在商業(yè)化成熟期,由于每個社群擁有不同的資源和特點,因此會采用不同的商業(yè)化形式,這一階段筆者主要是對“南寧創(chuàng)客中心”社群的商業(yè)化策略進行分析和總結(jié),期望可以為其他社群提供一定參考。資源型社群是最符合社群經(jīng)濟特點社群類型,但是由于這種社群入群門檻設(shè)置非常嚴(yán)格,因此筆者很難加入到國內(nèi)知名的資源型社群并獲得其運營的核心資料。筆者有幸采訪到了“南寧創(chuàng)客中心”社群運營者并拿到了其運營的詳細資料,雖然“南寧創(chuàng)客中心”運營社群在國內(nèi)不具有知名度,但是其社群運營非常成熟,足以作為本研究的案例支撐。本研究通過研究資源型社群的發(fā)展策略的來探索社群經(jīng)濟發(fā)展的奧秘,以期為該領(lǐng)域的理論研究提供新的視角,并盡可能為實務(wù)界社群運營提供一套系統(tǒng)的、可行的、普遍適用的指導(dǎo)理論和實操方法。
[Abstract]:The development of Internet technology has changed the way of information exchange, let people communicate and break the connection time and geographical constraints, population aggregation -- "community" gradually get rid of the blood and geographical attributes. And with the help of mobile Internet mail list binding, authentication, and positioning technology, authenticity and trust in the Internet the greatly enhanced sense of community interaction, gradually extended from online to offline, from virtual to reality, from the spiritual interaction to business cooperation. The mobile Internet era, "community" gradually with the economic attributes, the creation of business value and value-added, completed by the "community" to "social economy" leap. The development of social economy, relying on the mobile Internet community organizations, community resources is an important type of community, based on the "resource type community" as the research object, through the "Nanning record The customer as the center "operation of the community of interviews and personal observation of other communities, combined with the related literature, summarizes the resource-based community development strategy in different stages. This study firstly carried out of the Internet community, do the basic theoretical analysis for the later. On the basis of the theory of product life cycle resource type community development is divided into the establishment period, growth management, commercial maturity, recession four stages, development strategy and focus on the first three stages. In the period of growth management in two stages, with the common characteristics of different resource type community development, so it has universal applicability of resources the different community development strategy in the two stage. The author summarizes the commercial maturity, because each community has the resources and characteristics of different, so will the commercial form of different, this stage The author mainly analyzes and summarizes the commercialization strategy of Nanning hit off center community, expected to provide a reference for other community resources. The community is the most consistent with the social economic characteristics of community types, but because of the social group into the threshold is set very strict, so the author is hard to join the domestic well-known community resources and the core data obtained from its operation. The author has the honor to "Nanning Passenger Center" and get the details of community operators of its operations, although the "Nanning Passenger Center" operation of community in the country is not well-known, but the community operation is very mature, as a case of the study in this research. The mystery of development strategy on resources of the community to explore the social and economic development, in order to provide a new perspective for the theoretical research in this field, and as far as possible for practice agency Group operations provide a set of systematic, feasible, universally applicable guiding theories and practical methods.

【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F279.27

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本文編號：1484154