微信平台商业模式研究

发布时间：2018-10-21 10:12

【摘要】：随着移动互联网的快速发展,以微信为代表的移动即时通讯应用凭借其开拓性的用户体验和创新功能,迅速积累了海量用户并成长为平台生态圈,拥有巨大的社会价值和传播价值,同时也蕴含着极其可观的商业价值。目前,微信虽然已经开始步入商业化进程,但其商业模式并不明晰,且面临着商业模式创新的瓶颈。因此,对于微信平台商业模式的研究具有重要的理论意义和实践意义。本文首先对微信的发展状况和研究现状进行了概述性分析。接着通过对微信版本迭代和相关功能的分析梳理,得出微信是一个以即时通讯功能为核心,融合包括社交平台、开放平台、游戏平台、公共平台、电子商务平台在内多个业务模块,同时连接“人与人”和“人与服务”的平台生态系统的结论。本文的主体部分首先对微信的商业化现状和所具备的商业化条件进行分析梳理,得出商业化是微信实现可持续发展的必然趋势的结论。接着文章将微信现有的商业模式主体分为五类,包括增值服务、移动游戏、移动营销、电子商务和移动支付,而这五类商业模式都是基于微信的平台商业模式得以展开。进而结合平台相关理论,通过对微信的平台商业模式的机制与核心价值进行具体分析,得出微信作为包含双边用户市场的平台生态系统其内部具有“一方用户群体发展壮大会牵引另一方用户群体的发展壮大”良性循环的机制的结论。微信的商业模式在未来有着很广阔的想象空间,但也存在诸如处理商业化需求与用户体验之间矛盾、个性化服务与用户隐私之间矛盾的问题。需要通过完善运营制度、企业用户自律以及网民媒介素养的提升来共同推进其商业模式健康、良性的发展。
[Abstract]:With the rapid development of the mobile Internet, the mobile instant messaging application represented by WeChat has rapidly accumulated a large number of users and grown into a platform ecosystem with its pioneering user experience and innovative functions. Has the huge social value and the dissemination value, simultaneously also contains extremely considerable commercial value. At present, WeChat has entered the process of commercialization, but its business model is not clear, and facing the bottleneck of business model innovation. Therefore, the research on the business model of WeChat platform has important theoretical and practical significance. In this paper, the development of WeChat and the status quo of research are analyzed. Then through the analysis of WeChat version iteration and related functions, it is concluded that WeChat is an instant messaging function as the core, including social platform, open platform, game platform, public platform, E-commerce platform, including multiple business modules, linking "people to people" and "people and services" of the platform ecosystem conclusions. The main part of this paper firstly analyzes the current situation and conditions of commercialization of WeChat, and draws the conclusion that commercialization is the inevitable trend for the realization of sustainable development of WeChat. Then the article divides the existing business models of WeChat into five categories, including value-added services, mobile games, mobile marketing, e-commerce and mobile payment, which are all based on WeChat platform business model. Then combined with the platform related theory, through the WeChat platform business model mechanism and the core value carries on the concrete analysis, The conclusion is that WeChat, as a platform ecosystem containing bilateral user market, has the mechanism that "the development of one user group will lead to the development and growth of the other user group". WeChat's business model has a broad imagination in the future, but there are also problems such as dealing with the contradiction between commercial needs and user experience, and between personalized services and user privacy. It is necessary to promote the healthy and healthy development of its business model through improving the operation system, self-discipline of enterprise users and the promotion of Internet users' media literacy.
【学位授予单位】：北京印刷学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206-F

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