騰訊移動社交廣告的價值共創(chuàng)研究
發(fā)布時間：2018-07-27 09:51
【摘要】：新舊更替是社會前進(jìn)的趨勢,隨著以智能手機(jī)為代表的移動智能終端的技術(shù)突破,移動互聯(lián)保持著高速增長的態(tài)勢。與之相對的是紙媒和廣播電視等大眾媒體的集體衰落,而曾經(jīng)紅極一時的PC互聯(lián)網(wǎng),也因逐漸飽和的用戶需求和日顯僵化的傳播模式逐漸失去了活力。在移動互聯(lián)成為時代主旋律的背景下,人的社會中心地位越來越明顯。尤其是新生代的網(wǎng)民群體,作為物質(zhì)生活需求能夠得到極大滿足的一代,他們更加追求基于心理層面的品質(zhì)與體驗。移動社交媒體正是在這樣的前提下得以迅速發(fā)展普及,并獲得了人們的廣泛青睞。伴隨著4G的普及,5G即將來臨,LBS(Location Based Service,基于位置服務(wù))技術(shù)、智能穿戴技術(shù)、生物識別技術(shù)等相關(guān)技術(shù)的發(fā)展,移動社交媒體不僅滿足了人們?nèi)找嬖鲩L的人際交往、自我表達(dá)以及分享互動的需求,還成功成為了人們?nèi)粘Ｉ畹闹匾M成部分。移動社交媒體是一個全新的環(huán)境,它不僅具有傳統(tǒng)社會化媒體的參與性、交互性、分享性等特征,還因移動終端的特殊生態(tài)而擁有了"數(shù)據(jù)更多、更真實"、"消滅離線狀態(tài)"和"碎片化"等新的表現(xiàn)。傳統(tǒng)媒體的信息壟斷在移動社交媒體上被徹底粉碎,個人用戶獲得了前所未有未有的強(qiáng)大話語權(quán)。在這樣的語境下,傳統(tǒng)商品主導(dǎo)邏輯下的價值創(chuàng)造模式,由于其過度強(qiáng)調(diào)企業(yè)的主體地位,忽視了顧客作用,明顯無法適應(yīng)用戶至上的移動社交媒體的發(fā)展要求。因此,本文首先通過文獻(xiàn)研究的方法,回溯了移動社交媒體發(fā)展歷程,總結(jié)移動社交廣告的概念與特征,并且闡明了價值創(chuàng)造視角由"單獨創(chuàng)造"向"共同創(chuàng)造"的演變軌跡,從而明確研究對象與最新研究成果。再對移動社交平臺和價值創(chuàng)造理念兩者進(jìn)行綜合分析,提出了將價值創(chuàng)造的最新研究成果——"價值共創(chuàng)引入到移動社交媒體平臺的思路。其次,通過選取國內(nèi)移動社交媒體代表——騰訊為典型案例,以騰訊移動社交廣告為切入點,分析在企業(yè)、顧客雙重視角下,價值共創(chuàng)模型中的企業(yè)區(qū)域、交互區(qū)域、顧客區(qū)域中具體價值創(chuàng)造形式與流程,探索企業(yè)在價值共創(chuàng)中作為價值創(chuàng)造的促進(jìn)者與合作者的角色實現(xiàn),發(fā)掘顧客在價值共創(chuàng)中的主導(dǎo)地位的確立過程,以及顧客的價值獨創(chuàng)階段對價值共創(chuàng)的關(guān)鍵作用,并且對騰訊移動社交平臺在價值共創(chuàng)的不同階段對企業(yè)和顧客的聯(lián)結(jié)作用做出具體闡述。最后,本文通過研究得出的結(jié)論大致如下:騰訊移動社交平臺——"創(chuàng)新者"與"把關(guān)人"角色并舉。騰訊移動社交平臺之所以能夠在價值共創(chuàng)中發(fā)揮舉足輕重的作用,其中一個很重要的原因在于其始終扮演著技術(shù)創(chuàng)新者角色,在移動社交與廣告結(jié)合的技術(shù)層面不斷更迭,推陳出新。除了"技術(shù)"這一在平臺廣告的價值共創(chuàng)中發(fā)揮重要作用的推手以外,在廣告信息傳播過程中的對于把關(guān)人角色的建立則是騰訊移動社交平臺影響價值共創(chuàng)的另一種內(nèi)在驅(qū)動。企業(yè)——依托價值共創(chuàng),布局"移動+電商"。依托騰訊移動社交平臺,企業(yè)與顧客的互動是價值共創(chuàng)得以完成的基礎(chǔ),而顧客之間的互動帶來的對產(chǎn)品、服務(wù)的增值則是移動社交平臺價值共創(chuàng)的最直接體現(xiàn),而這種增值體現(xiàn)在企業(yè)商業(yè)實踐上就表現(xiàn)為移動社交與電商的融合。顧客需求決定平臺架構(gòu),顧客體驗決定共創(chuàng)價值。在移動互聯(lián)時代,在新的價值理念的支持下,顧客獲得了史無前例的話語權(quán),以往的企業(yè)主導(dǎo)地位被顧客取代,顧客成為了檢驗價值的唯一標(biāo)準(zhǔn),在價值的創(chuàng)造過程中掌握生殺大權(quán)。此外,顧客需求始終是價值共創(chuàng)的重點議題,它不僅像會直接影響到企業(yè)的廣告活動、經(jīng)營策略、戰(zhàn)略布局等,還會作用于價值共創(chuàng)活動的發(fā)生平臺——移動社交媒體,由被動到自發(fā)、由表及里地推動社交平臺內(nèi)容框架、組織形式、平臺理念等方面的轉(zhuǎn)變。價值共創(chuàng)的視角有進(jìn)一步拓展的空間。價值共創(chuàng)的主體應(yīng)當(dāng)突破企業(yè)與顧客的二元結(jié)構(gòu),可以將更多的其他影響因素納入到價值共創(chuàng)體系,形成網(wǎng)狀的價值共創(chuàng)系統(tǒng)。價值共創(chuàng)的內(nèi)涵應(yīng)當(dāng)打破"使用價值"的局限,拓展到每一個受益人的更高層面的社會價值。價值共創(chuàng)的方式可以更加多元化,技術(shù)和制度等都可以成為價值共創(chuàng)的途徑。
[Abstract]:The new and old change is the trend of social progress. With the technological breakthrough of mobile intelligent terminals represented by smart phones, mobile interconnection maintains a rapid growth trend. Relative to it, the mass media, such as paper media and radio and television, has the collective decline, and the once red PC Internet network is also due to the gradual saturation of user demand and deadlock. In the background of the mobile interconnection as the theme of the times, the social center of the people is becoming more and more obvious. Especially in the new generation of Internet users, as a generation of material life needs, they are more in pursuit of quality and experience based on the psychological level. Mobile social media is becoming more and more important. With the popularity of 4G, 5G is coming, LBS (Location Based Service, location based service) technology, smart wear technology, biometric technology and other related technologies have developed with the popularity of this, and the migration of social media not only satisfies people's growing interpersonal relationships. The demand for self expression and sharing of interaction has become an important part of people's daily life. Mobile social media is a new environment. It not only features the participatory, interactivity, and sharing of the traditional social media, but also has "more data and more real" because of the special ecology of the mobile terminal. The information monopoly of the traditional media has been completely crushed in the mobile social media, and the individual users have won unprecedented powerful discourse power. In this context, the value creation model under the traditional commodity dominated logic has overemphasized the main body status of the enterprise and ignored the customer. The guest function is obviously unable to adapt to the development requirements of the mobile social media, which is the user first. Therefore, this paper first traces the development of mobile social media, summarizes the concept and characteristics of mobile social advertising through the literature research method, and clarifies the evolution path of the perspective of value creation from "single creation" to "co creation". The research object and the latest research results, and then the comprehensive analysis of the mobile social platform and value creation concept, and put forward the latest research results of value creation - the idea of "value creation introduced into the mobile social media platform". Secondly, by selecting the representative of the domestic mobile social exchange media, the Tencent is a typical case. The mobile social advertisement is the breakthrough point. It analyzes the enterprise area, the interactive region, the specific value creation form and process in the customer area under the dual perspective of the enterprise and the customer, and explores the role realization of the promoter and the collaborator of the value creation in the value creation of the enterprise, and excavates the dominance of the customer in the value creation. The establishment process of status, and the key role of the customer's value creation stage to value creation, and the connection effect of the Tencent mobile social platform in different stages of value creation. Finally, the conclusions of this paper are as follows: Tencent mobile social platform - "innovator" and " One of the important reasons why the Tencent mobile social platform plays an important role in value creation is that it is always playing the role of the technological innovator, constantly changing the technical level of the combination of mobile social and advertising, and promoting the value of the platform advertising in addition to technology. The establishment of the gatekeeper role in the process of advertising information dissemination is another internal drive for the value creation of the Tencent mobile social platform in the process of advertising information dissemination. To create the basis for completion, the value added to products and services brought by customer interaction is the most direct embodiment of the value creation of the mobile social platform, which is reflected in the business practice of the integration of mobile social and e-commerce. The customer needs determine the platform structure, the customer experience determines the value of creating a value. In the Internet era, with the support of the new value concept, customers have gained the unprecedented right of discourse. The former enterprise dominant position is replaced by customers. Customers have become the only standard of testing value. In the process of value creation, the customers' demand is the key issue of value creation. It is not only like a direct shadow, but also a direct shadow. The advertising activities, management strategies, strategic layout and so on, will also play a role in the development platform of value creation activities - mobile social media, from passive to spontaneous, the transformation of social platform content framework, organizational form, platform concept and so on. The value creation perspective has further expansion space. The main body of creation should break through the two yuan structure of the enterprise and the customer, and bring more other factors into the value creation system and form a network value creation system. The connotation of value creation should break the limitation of "use value" and expand to the higher level of social value of every beneficiary. The way of value creation can be even more. Diversification, technology and system can become a way to create value.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F49;F713.8
[Abstract]:The new and old change is the trend of social progress. With the technological breakthrough of mobile intelligent terminals represented by smart phones, mobile interconnection maintains a rapid growth trend. Relative to it, the mass media, such as paper media and radio and television, has the collective decline, and the once red PC Internet network is also due to the gradual saturation of user demand and deadlock. In the background of the mobile interconnection as the theme of the times, the social center of the people is becoming more and more obvious. Especially in the new generation of Internet users, as a generation of material life needs, they are more in pursuit of quality and experience based on the psychological level. Mobile social media is becoming more and more important. With the popularity of 4G, 5G is coming, LBS (Location Based Service, location based service) technology, smart wear technology, biometric technology and other related technologies have developed with the popularity of this, and the migration of social media not only satisfies people's growing interpersonal relationships. The demand for self expression and sharing of interaction has become an important part of people's daily life. Mobile social media is a new environment. It not only features the participatory, interactivity, and sharing of the traditional social media, but also has "more data and more real" because of the special ecology of the mobile terminal. The information monopoly of the traditional media has been completely crushed in the mobile social media, and the individual users have won unprecedented powerful discourse power. In this context, the value creation model under the traditional commodity dominated logic has overemphasized the main body status of the enterprise and ignored the customer. The guest function is obviously unable to adapt to the development requirements of the mobile social media, which is the user first. Therefore, this paper first traces the development of mobile social media, summarizes the concept and characteristics of mobile social advertising through the literature research method, and clarifies the evolution path of the perspective of value creation from "single creation" to "co creation". The research object and the latest research results, and then the comprehensive analysis of the mobile social platform and value creation concept, and put forward the latest research results of value creation - the idea of "value creation introduced into the mobile social media platform". Secondly, by selecting the representative of the domestic mobile social exchange media, the Tencent is a typical case. The mobile social advertisement is the breakthrough point. It analyzes the enterprise area, the interactive region, the specific value creation form and process in the customer area under the dual perspective of the enterprise and the customer, and explores the role realization of the promoter and the collaborator of the value creation in the value creation of the enterprise, and excavates the dominance of the customer in the value creation. The establishment process of status, and the key role of the customer's value creation stage to value creation, and the connection effect of the Tencent mobile social platform in different stages of value creation. Finally, the conclusions of this paper are as follows: Tencent mobile social platform - "innovator" and " One of the important reasons why the Tencent mobile social platform plays an important role in value creation is that it is always playing the role of the technological innovator, constantly changing the technical level of the combination of mobile social and advertising, and promoting the value of the platform advertising in addition to technology. The establishment of the gatekeeper role in the process of advertising information dissemination is another internal drive for the value creation of the Tencent mobile social platform in the process of advertising information dissemination. To create the basis for completion, the value added to products and services brought by customer interaction is the most direct embodiment of the value creation of the mobile social platform, which is reflected in the business practice of the integration of mobile social and e-commerce. The customer needs determine the platform structure, the customer experience determines the value of creating a value. In the Internet era, with the support of the new value concept, customers have gained the unprecedented right of discourse. The former enterprise dominant position is replaced by customers. Customers have become the only standard of testing value. In the process of value creation, the customers' demand is the key issue of value creation. It is not only like a direct shadow, but also a direct shadow. The advertising activities, management strategies, strategic layout and so on, will also play a role in the development platform of value creation activities - mobile social media, from passive to spontaneous, the transformation of social platform content framework, organizational form, platform concept and so on. The value creation perspective has further expansion space. The main body of creation should break through the two yuan structure of the enterprise and the customer, and bring more other factors into the value creation system and form a network value creation system. The connotation of value creation should break the limitation of "use value" and expand to the higher level of social value of every beneficiary. The way of value creation can be even more. Diversification, technology and system can become a way to create value.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F49;F713.8
【相似文獻(xiàn)】
相關(guān)期刊論文 前10條
1 龍茜;;透視騰訊的“第三只眼”[J];IT時代周刊;2003年16期
2 ;假如我是騰訊……[J];電腦愛好者;2004年07期
3 涂東曉;騰訊的擴(kuò)張攻略[J];新財經(jīng);2005年03期
4 嚴(yán)睿;;奚丹:第一財富帶動騰訊發(fā)展[J];管理@人;2006年01期
5 楊志輝;;騰訊降薪之痛[J];管理@人;2006年07期
6 張銘;;騰訊:創(chuàng)新是一種思維方式[J];中國報道;2006年10期
7 趙偉;;騰訊:與年輕員工一起成長[J];東方企業(yè)文化;2007年04期
8 ;騰訊:聯(lián)合用戶共同凈化網(wǎng)絡(luò)空間[J];通信世界;2007年17期
9 宏毅;;騰訊是個虛擬經(jīng)濟(jì)體[J];中國計算機(jī)用戶;2007年39期
10 馮嘉雪;;騰訊 打造公益互動平臺[J];中國新時代;2008年01期
相關(guān)重要報紙文章 前10條
1 記者 高劍巍;騰訊上市真實意圖何在？[N];國際金融報;2004年
2 ;花旗下調(diào)騰訊控股評級至“持有”[N];中國證券報;2007年
3 本報記者 殷美玲;騰訊，你在收號還是搶錢？[N];電腦報;2006年
4 鄺新華;騰訊的無能為力與沉默是金[N];中國計算機(jī)報;2006年
5 竇新穎;掌中無限被判賠騰訊200萬元[N];中國知識產(chǎn)權(quán)報;2007年
6 程久龍;高管高位套現(xiàn) 騰訊遇“拐點”？[N];21世紀(jì)經(jīng)濟(jì)報道;2008年
7 記者 王曉s，
本文編號：2147450
本文鏈接：http://sikaile.net/jingjilunwen/xxjj/2147450.html
最近更新
教材專著
