小米生态圈的建构模式及运作机理研究
发布时间：2018-10-22 18:59
【摘要】：小米科技,成立不到五年,登顶中国手机市场份额第一。从最初舆论中的“命悬一线”,到当下作为“互联网思维”典范、社会化营销案例被业界“顶礼膜拜”,片面误读不断,学理思考较少。本文聚焦“小米现象”,综合运用传播学、生态学、经济学、管理学等多学科范畴的理论模型、分析思路进行交叉研究,初步提出研究假设:在互联网环境中,产品、用户和营销传播的内涵外延及相互关系发生了本质变化,“营销”突破了传统意义上的市场推广范畴,延伸到了产品研发、用户扩散的全过程;在社会化媒介平台的作用下,产品、用户、营销三者之间无缝连接,构建完整的生态系统。为验证这一假设,本研究经过长达半年的虚拟民族志、参与观察,重点探讨了三个问题:(1)开放连接、去中心化的互联网时代,产品、用户和营销三者的内涵和相互关系发生了何种变化?(2)小米用户群体形成与扩散的机制是怎样的?用户参与如何驱动产品和营销创新?(3)在社会化媒介平台中,小米以何种营销传播方式连接产品和用户,塑造品牌凝聚力?基于“生态系统论”的核心观点和理论框架,本研究将小米视作一个由“产品生态系统”、“用户生态系统”及“营销生态系统”紧密互联、协同驱动、共同建构的“生态圈”。通过探究三大核心系统的内部结构、运作机制及相互关系,阐释“小米模式”颠覆式创新的深层逻辑。
[Abstract]:Xiaomi Technology, founded less than five years, the top Chinese mobile phone market share first. From the "situation endangerment" in the initial public opinion to the current "Internet thinking" model, the social marketing case has been worshipped by the industry, with one-sided misreading and less theoretical thinking. This paper focuses on the "millet phenomenon", synthetically applies the theory models of communication, ecology, economics, management and so on, analyzes the ideas and carries on the cross-research, puts forward the preliminary research hypothesis: in the Internet environment, the product, the product, The connotation, denotation and interrelation of user and marketing communication have undergone essential changes. "Marketing" has broken through the traditional category of marketing promotion and extended to the whole process of product development and user diffusion. Products, users, marketing three seamless links between the construction of a complete ecosystem. In order to verify this hypothesis, this study, after half a year of virtual ethnography, participated in observation, focused on three issues: (1) Open connectivity, decentralized Internet era, products, What changes have taken place in the connotation and the relationship between the user and marketing? (2) what is the mechanism of formation and diffusion of Xiaomi user group? How does user participation drive product and marketing innovation? (3) in the platform of social media, what marketing communication mode does Xiaomi use to connect products and users and create brand cohesion? Based on the core viewpoint and theoretical framework of "ecosystem theory", this study regards Xiaomi as a closely interconnected and cooperative driven by "product ecosystem", "user ecosystem" and "marketing ecosystem". The "ecological circle" built together. By exploring the internal structure, operation mechanism and interrelation of the three core systems, the deep logic of "Xiaomi Mode" subversive innovation is explained.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206-F
本文编号：2288029
[Abstract]:Xiaomi Technology, founded less than five years, the top Chinese mobile phone market share first. From the "situation endangerment" in the initial public opinion to the current "Internet thinking" model, the social marketing case has been worshipped by the industry, with one-sided misreading and less theoretical thinking. This paper focuses on the "millet phenomenon", synthetically applies the theory models of communication, ecology, economics, management and so on, analyzes the ideas and carries on the cross-research, puts forward the preliminary research hypothesis: in the Internet environment, the product, the product, The connotation, denotation and interrelation of user and marketing communication have undergone essential changes. "Marketing" has broken through the traditional category of marketing promotion and extended to the whole process of product development and user diffusion. Products, users, marketing three seamless links between the construction of a complete ecosystem. In order to verify this hypothesis, this study, after half a year of virtual ethnography, participated in observation, focused on three issues: (1) Open connectivity, decentralized Internet era, products, What changes have taken place in the connotation and the relationship between the user and marketing? (2) what is the mechanism of formation and diffusion of Xiaomi user group? How does user participation drive product and marketing innovation? (3) in the platform of social media, what marketing communication mode does Xiaomi use to connect products and users and create brand cohesion? Based on the core viewpoint and theoretical framework of "ecosystem theory", this study regards Xiaomi as a closely interconnected and cooperative driven by "product ecosystem", "user ecosystem" and "marketing ecosystem". The "ecological circle" built together. By exploring the internal structure, operation mechanism and interrelation of the three core systems, the deep logic of "Xiaomi Mode" subversive innovation is explained.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206-F
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