本文選題：移動(dòng)社交媒體　切入點(diǎn)：體育垂直媒體　出處：《武漢大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：移動(dòng)互聯(lián)網(wǎng)技術(shù)發(fā)展,為人們帶來了更多新的互聯(lián)網(wǎng)體驗(yàn),也催生了許多新的媒介形式。除了微信、微博等移動(dòng)社交媒體外,近年來,專注于垂直領(lǐng)域的移動(dòng)垂直社交媒體也在人們生活中扮演著重要的角色,如體育類移動(dòng)垂直社交媒體。當(dāng)前,各大互聯(lián)網(wǎng)公司也紛紛在移動(dòng)端進(jìn)行體育類垂直社交媒體布局,如新浪、騰訊、樂視、虎撲等,它們通過提供專業(yè)的體育資訊與社交服務(wù),獲得了許多體育迷的關(guān)注。2013年11月,一款名為"懂球帝"的APP上線,在3年的時(shí)間里,其憑借優(yōu)質(zhì)的原創(chuàng)資訊內(nèi)容加豐富的社交體驗(yàn),吸引了接近超過2000萬的用戶,一躍成為當(dāng)前我國最大的足球類移動(dòng)垂直社交媒體。因此本文以"懂球帝"的發(fā)展?fàn)顩r作為研究對象,運(yùn)用SWOT理論,通過對比分析、文本分析、數(shù)據(jù)分析等方法對其進(jìn)行全面的分析和研究。本文共有五個(gè)章節(jié)。在第一章緒論部分,筆者對當(dāng)前關(guān)于移動(dòng)社交媒體、垂直媒體、足球報(bào)道以及"懂球帝"的研究現(xiàn)狀進(jìn)行了闡述和分析,認(rèn)為移動(dòng)垂直社交媒體的產(chǎn)生是受眾需求向個(gè)性化、專業(yè)化轉(zhuǎn)變以及移動(dòng)互聯(lián)網(wǎng)技術(shù)發(fā)展等因素共同作用的結(jié)果。在第二章中,筆者對"懂球帝"及其基本特征、上線背景和發(fā)展歷程進(jìn)行了論述,認(rèn)為其具有定位清晰、專業(yè)性和互動(dòng)性強(qiáng)的基本特征;其上線背景除了受眾信息分化和移動(dòng)互聯(lián)網(wǎng)技術(shù)發(fā)展原因外,其中很重要的一點(diǎn)是其上線之際許多大的體育垂直互聯(lián)網(wǎng)媒體還沒有在移動(dòng)端進(jìn)行布局,為其發(fā)展提供了的良好空間。而關(guān)于"懂球帝"的發(fā)展歷程,筆者根據(jù)"懂球帝"功能和運(yùn)營方式的轉(zhuǎn)變,將其劃分為了上線前的準(zhǔn)備階段、"冷啟動(dòng)"上線階段、"冷啟動(dòng)"上線及蓄勢階段、利用社交屬性快速發(fā)展階段、多元化成熟運(yùn)作階段。在第三章中,筆者主要通過界面與功能、內(nèi)容生產(chǎn)、用戶及其維護(hù)、品牌營銷、盈利模式等5個(gè)維度對"懂球帝"的發(fā)展現(xiàn)狀進(jìn)行了全面的闡述和分析。為了進(jìn)一步研究"懂球帝"的發(fā)展?fàn)顩r,筆者在第四章中將"懂球帝"與體育類移動(dòng)垂直社交媒體中具有典型代表意義的"虎撲體育"進(jìn)行橫向的比較,在對比過程中,筆者運(yùn)用文本分析、數(shù)據(jù)分析等研究方法,得出了相關(guān)結(jié)論:"懂球帝"在當(dāng)前發(fā)展階段具有垂直化程度高、專業(yè)性強(qiáng)、運(yùn)營資金充足、盈利能力較差、用戶維護(hù)模式較為粗放等特征。在第五章中,結(jié)合三、四章的研究結(jié)果,筆者使用SWOT分析法對"懂球帝"發(fā)展過程中的優(yōu)勢、劣勢、機(jī)會和威脅四個(gè)要素分別進(jìn)行了分析,并通過各要素之間的交叉比較,從SO(優(yōu)勢——機(jī)會)策略、WO(劣勢——機(jī)會)策略、ST(優(yōu)勢一—威脅)策略、WT(劣勢——威脅)策略四個(gè)方面對"懂球帝"的發(fā)展提出了具體的對策。其中SO策略為加強(qiáng)品牌推廣,引入直播技術(shù);WO策略為開發(fā)原創(chuàng)版權(quán),拓展盈利模式;ST策略為擴(kuò)大自媒體引入規(guī)模,開展行業(yè)并購;WT策略為優(yōu)化用戶維護(hù)模式,提高用戶活躍度。
[Abstract]:The development of mobile Internet technology has brought more new Internet experiences to people and spawned many new media forms. Besides WeChat, Weibo and other mobile social media, in recent years, Mobile vertical social media focused on vertical areas also play an important role in people's lives, such as sports mobile vertical social media. For example, Sina, Tencent, Letv, and Tiger Pang, who have gained a lot of attention from sports fans by providing professional sports information and social services. In November 2013, a APP called "know the Ball Emperor" went online for three years. With its excellent original content and rich social experience, it has attracted nearly 20 million users. It has become the largest mobile vertical social media of football in our country at present. Therefore, this paper takes the development of "understanding the Globe Emperor" as the research object, applies the SWOT theory, through the contrast analysis, the text analysis, There are five chapters in this paper. In the first chapter, the introduction, the author of the current mobile social media, vertical media, This paper expounds and analyzes the current situation of football report and the study of "understanding the Globe Emperor", and thinks that the emergence of mobile vertical social media is the demand of the audience to individualize. In the second chapter, the author discusses the basic characteristics, the background and the course of development of "understanding the Globe Emperor", and thinks that it has a clear orientation. Professional and interactive characteristics of the basic characteristics; its online background in addition to audience information differentiation and mobile Internet technology development reasons, One of the most important points is that many large sports vertical Internet media have not been laid out on the mobile side at the time of their launch, providing a good space for their development. According to the transformation of the function and operation mode of "knowing the Globe Emperor", the author divides it into the preparation stage before going online, the "cold start" stage, the "cold start" stage and the stage of storing the potential, and the stage of rapid development by using the social attributes. In the third chapter, the author mainly through the interface and function, content production, users and their maintenance, brand marketing, In order to further study the development situation of "know the ball emperor", five dimensions such as profit model and so on, have carried on the comprehensive elaboration and the analysis to the development present situation of "understand the ball emperor". In the 4th chapter, the author makes a horizontal comparison between "understand the Ball Emperor" and "Tiger attack Sports", which is typical representative of sports mobile vertical social media. In the process of comparison, the author uses text analysis, data analysis and other research methods. The related conclusions are as follows: "understanding the ball emperor" has the characteristics of high degree of perpendicularity, strong specialization, sufficient operating capital, poor profitability, extensive user maintenance mode and so on in the current development stage. In Chapter 5th, combining three, Four chapters of the research results, the author uses SWOT analysis of the development of "understand the ball emperor" in the process of development of the strengths, weaknesses, opportunities and threats were analyzed, and through the cross-comparison between the elements. This paper puts forward concrete countermeasures to the development of "know the ball emperor" from four aspects of SO-opportunity strategy, WO strategy, ST-strategy and WT-strategy, in which so strategy is to strengthen brand promotion. The introduction of direct broadcast technology WO strategy for the development of original copyright, the expansion of profit model St strategy to expand the scale of self-media, the development of industry M & A strategy for the optimization of user maintenance mode, improve user activity.
【學(xué)位授予單位】：武漢大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G206

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