摘要

如今手機(jī)已經(jīng)成為人們獲取信息的重要途徑，使用手機(jī)已經(jīng)成為當(dāng)前人們的生活方式，在韓國(guó)，其普及率達(dá)到95%，目前KakaoTalk的注冊(cè)人數(shù)已經(jīng)達(dá)到3億，其作用已經(jīng)超過(guò)手機(jī)短信和通話(huà)，成為人們的生活中必不可少的一個(gè)工具。作為一種新興媒體，其目前具備哪些營(yíng)銷(xiāo)功能？有哪些值得中國(guó)借鑒的精準(zhǔn)營(yíng)銷(xiāo)策略？
本論文選擇該智能終端發(fā)達(dá)的韓國(guó)KakaoTalk為研究對(duì)象，對(duì)KakaoTalk所構(gòu)筑的的新型企業(yè)營(yíng)銷(xiāo)平臺(tái)進(jìn)行分析：一是借用SWOT分析方法對(duì)KakaoTalk的當(dāng)前營(yíng)銷(xiāo)模式進(jìn)行分析，發(fā)現(xiàn)其在價(jià)格、功能方面一些突出的優(yōu)勢(shì)，如戰(zhàn)略?xún)?yōu)勢(shì)、軟件優(yōu)秀團(tuán)隊(duì)豐富的開(kāi)發(fā)經(jīng)驗(yàn)等。在劣勢(shì)方面，Kakaotalk還存在軟件體驗(yàn)、競(jìng)爭(zhēng)激烈以及產(chǎn)品定位模糊、網(wǎng)絡(luò)安全等方面的問(wèn)題，需要在以后的發(fā)展中進(jìn)一步得到改進(jìn)。在機(jī)會(huì)方面，本文通過(guò)用戶(hù)對(duì)于手機(jī)的依賴(lài)、智能手機(jī)的發(fā)展歷程進(jìn)行了總結(jié)，分析了移動(dòng)即時(shí)通訊市場(chǎng)的競(jìng)爭(zhēng)態(tài)勢(shì)；二是分析KakaoTalk微信的傳播特點(diǎn)以及其營(yíng)銷(xiāo)傳播的應(yīng)用現(xiàn)狀，分析了Kakaotalk社交型游戲的特點(diǎn)和Kakaotalk的發(fā)展前景，對(duì)其利用收費(fèi)項(xiàng)目進(jìn)行增值服務(wù)的可能性進(jìn)行了展望，最后對(duì)移動(dòng)支付的市場(chǎng)進(jìn)行了討論；三是針對(duì)目前KakaoTalk營(yíng)銷(xiāo)的問(wèn)題提出對(duì)策，以期為將來(lái)KakaoTalk營(yíng)銷(xiāo)傳播提供些許借鑒建議。
本文通過(guò)文獻(xiàn)資料法、案例分析等質(zhì)化研究方法梳理韓國(guó)KakaoTalk的發(fā)展現(xiàn)狀，借助一手韓國(guó)文獻(xiàn)資料進(jìn)行分析，挖掘KakaoTalk的成功因素，并借鑒市場(chǎng)營(yíng)銷(xiāo)學(xué)、傳播學(xué)相關(guān)理論，研究其發(fā)展軌跡，主要包括對(duì)KakaoTalk成功因素分析和移動(dòng)即時(shí)通訊的潛在力分析，指出KakaoTalk的未來(lái)發(fā)展趨勢(shì)，具有一定理論分析和對(duì)中國(guó)具借鑒參考價(jià)值。

關(guān)鍵詞: KakaoTalk,成功因素,即時(shí)通訊,SWOT,營(yíng)銷(xiāo)模式
 
ABSTRACT

Now the mobile phone has become an important way for people to obtain the information, using the mobile phone has become a way of life in the current, in Korea, the penetration rate reached 95%, current enrolment has reached 300 million KakaoTalk, which has more than SMS and calls, become an indispensable tool in people's lives. As a new media, which is what marketing function? What China can learn from the marketing strategy?
This article selects the smart terminal developed Korea KakaoTalk as the object of study, KakaoTalk analysis of the new enterprise marketing platform formed by: borrowed from the SWOT method to analyze the KakaoTalk present marketing pattern, found some outstanding advantages in price, features, such as the excellent team a wealth of strategic advantages, software development experience. In terms of disadvantages, Kakaotalk software experience, intense competition and ambiguity, network security issues, needs to be further improved in future development. In opportunities aspects, paper through user for phone of rely on, and intelligent phone of development course for has summary, analysis has mobile rates communications market of competition situation; II is analysis KakaoTalk micro-letter of spread features and its marketing spread of application status, analysis has Kakaotalk social type game of features and Kakaotalk of development prospects, on its using charges project for value-added service of possibilities for has prospect, last on mobile paid of market for has discussion ; The third is proposed to solve current problems of KakaoTalk marketing strategies, with a view to provide some recommendations for reference KakaoTalk for the future marketing communications.
Through literature, case study, qualitative research methods, such as combing Korea development status of KakaoTalk, with Korea literature analysis, success factors of mining KakaoTalk, and marketing science, communication theory, study its development path, including the KakaoTalk success factors and potential analysis of mobile instant messaging, pointing out that future development trend of KakaoTalk, Have some theoretical analysis and reference value to China.
Key words:KakaoTalk, Success Factors, Instant Messaging, SWOT, Marketing Mode
 
目錄

第一章 緒論----------------------------------------------------------------------------------------------------1
1.1 研究意義------------------------------------------------------------------------
1.2 文獻(xiàn)綜述-----------------------------------------------------------------------
1.3 研究方法------------------------------------------------------------------------1
第二章 韓國(guó)KakaoTalk概況--------------------------------------------------------------------------
第三章 韓國(guó)KakaoTalk基本功能-----------------------------------------------------------------------
3.1社交功能--------------------------------------------------------------------------
3.2傳播功能-------------------------------------------------------------------------------
3.3盈利功能-------------------------------------------------------------------------
第四章 韓國(guó)KakaoTalk精準(zhǔn)營(yíng)銷(xiāo)現(xiàn)狀 --------------------------------------------------------------------
4.1 精準(zhǔn)力因素分析----------------------------------------------------------------
4.2移動(dòng)即時(shí)通信潛在力---------------------------------------------------------------------------------
第五章 韓國(guó)KakaoTalk SWOT分析-----------------------------------------------------------
5.1 KakaoTalk SWOT分析---------------------------------------------------------------------------
      5.1.優(yōu)勢(shì)----------------------------------------------------------------------------------------
      5.2劣勢(shì)------------------------------------------------------------------------------------
5..3機(jī)會(huì)----------------------------------------------------------------------------------
5.4威脅----------------------------------------------------------------------------------
5.2 KakaoTalk的未來(lái)發(fā)展-------------------------------------------------------------------------------
  5.2.1游戲營(yíng)銷(xiāo)-----------------------------------------------------------------------------------------
  5.2.2增值服務(wù)---------------------------------------------------------------------------------
  5.2.3移動(dòng)支付-------------------------------------------------------------------------------------
第六章 結(jié)論----------------------------------------------------------------------------------------------------
參考文獻(xiàn)--------------------------------------------------------------------------------------------------------5
謝辭--------------------------------------------------------------------------------------------------------------6
 
第一章緒論

1.1研究意義
基于微博、KakaoTalk的新興媒體快速融入人們生活，而企業(yè)的KakaoTalk的營(yíng)銷(xiāo)方式已經(jīng)成為一種嶄新的媒體營(yíng)銷(xiāo)途徑，KakaoTalk這一營(yíng)銷(xiāo)模式在顛覆傳統(tǒng)營(yíng)銷(xiāo)觀念的同時(shí)，也給社會(huì)化媒體的帶來(lái)新的利潤(rùn)增長(zhǎng)通道。鄭喜石對(duì)韓國(guó)型SNS的進(jìn)化以KakaoTalk的事例為中心進(jìn)行了詳細(xì)分析，總結(jié)了KakaoTalk能夠得到快速普及的主要原因是其SNS的自媒體特征。金彩麗也通過(guò)SNS市場(chǎng)營(yíng)銷(xiāo)特征對(duì)客戶(hù)的承諾意圖的影響進(jìn)行了研究，并以KakaoTalk加朋友為中心的模式做了市場(chǎng)調(diào)研，發(fā)現(xiàn)KakaoTalk的朋友圈可以在短時(shí)間內(nèi)形成信息承載量較大的SNS。
根據(jù)艾瑞調(diào)查報(bào)告可知，代表了移動(dòng)端本質(zhì)功能的KakaoTalk移動(dòng)端，，其使用率在每日各個(gè)時(shí)段都在排名前三位中，這種充滿(mǎn)人情味的人與人溝通方式，使得人們關(guān)系更加緊密，形成粘性的社會(huì)。韓國(guó)KakaoTalk提供好友、通訊錄來(lái)加大這種粘性、同時(shí)KakaoTalk的交互模式給商家提供了精準(zhǔn)營(yíng)銷(xiāo)的優(yōu)勢(shì)、這也將給移動(dòng)互聯(lián)網(wǎng)的發(fā)展帶來(lái)一場(chǎng)營(yíng)銷(xiāo)革命。如何通過(guò)KakaoTalk進(jìn)行精準(zhǔn)營(yíng)銷(xiāo)，是本文研究要點(diǎn)。
本文選擇韓國(guó)智能手機(jī)媒體應(yīng)用程序中成功案例——KakaoTalk作為研究對(duì)象，通過(guò)對(duì)KakaoTalk精準(zhǔn)營(yíng)銷(xiāo)路徑的探析，梳理KakaoTalk其運(yùn)營(yíng)結(jié)構(gòu)，分析其開(kāi)發(fā)空間。
內(nèi)容包括：營(yíng)銷(xiāo)中如何符合受眾接受信息的訴求和使用習(xí)慣；如何注重技術(shù)創(chuàng)新；如何實(shí)現(xiàn)智能手機(jī)程序朝著人們理想狀態(tài)發(fā)展，向使用者傳遞“正能量”，讓KakaoTalk賦予更多的文化意義，帶來(lái)更大商業(yè)啟示。

第六章結(jié)論

近年來(lái)，移動(dòng)互聯(lián)網(wǎng)的興起帶動(dòng)了移動(dòng)即時(shí)通訊產(chǎn)業(yè)的迅速崛起，以Kakaotalk為代表的移動(dòng)即時(shí)通訊工具伴隨著注冊(cè)用戶(hù)和使用時(shí)長(zhǎng)的激增，其商業(yè)價(jià)值也愈加凸顯。然而，在用戶(hù)規(guī)模急劇膨脹的同時(shí)，過(guò)于新興的行業(yè)卻還沒(méi)來(lái)得及形成成熟的商業(yè)模式�？陀^的說(shuō)，盡管有著光明的市場(chǎng)前景，但若要將市場(chǎng)潛力轉(zhuǎn)化為現(xiàn)實(shí)的商業(yè)利潤(rùn)，各大移動(dòng)即時(shí)通訊產(chǎn)品仍需找到適合自身定位和產(chǎn)品特征的盈利渠道，從而讓產(chǎn)品運(yùn)營(yíng)從投資階段順利過(guò)渡到盈利階段，并讓自身品牌在殘酷的市場(chǎng)競(jìng)爭(zhēng)中獲得更持久的生命力。
本論文以最具代表性的移動(dòng)即時(shí)通信產(chǎn)品Kakaotalk為例，來(lái)深入剖析移動(dòng)通信產(chǎn)品發(fā)展及營(yíng)銷(xiāo)傳播價(jià)值開(kāi)發(fā)問(wèn)題。在對(duì)Kakaotalk發(fā)展現(xiàn)狀及其盈利問(wèn)題進(jìn)行理論探究和案例分析的基礎(chǔ)上，判斷Kakaotalk的發(fā)展前景樂(lè)觀，且Kakaotalk盈利有其現(xiàn)實(shí)可能性，并進(jìn)一步分析了Kakaotalk現(xiàn)有及可能的盈利模式，探討其未來(lái)的盈利發(fā)展方向。
本文探討的Kakaotalk精準(zhǔn)營(yíng)銷(xiāo)的誤區(qū)主要有：過(guò)度重視粉絲數(shù)量，輕質(zhì)量；只重推廣，忽視服務(wù)與維護(hù)；盲目跟風(fēng)，過(guò)度依賴(lài)。
針對(duì)以上存在的誤區(qū)問(wèn)題，Kakaotalk精準(zhǔn)營(yíng)銷(xiāo)走出誤區(qū)的方法主要有：注重粉絲質(zhì)量，提高目標(biāo)用戶(hù)精準(zhǔn)性；完善Kakaotalk的CRM系統(tǒng)，洞悉客戶(hù)需求；合理推送信息，提高Kakaotalk信息傳播價(jià)值；配合其他營(yíng)銷(xiāo)工具，實(shí)現(xiàn)協(xié)同效應(yīng)。

本文編號(hào)：583116