微信公众平台盈利模式研究

发布时间：2018-05-20 16:28

本文选题：微信公众平台 + 盈利模式　；参考：《暨南大学》2016年硕士论文

【摘要】：随着移动互联网的快速发展,以微信公众平台为代表的移动自媒体产品依靠其贴心的产品设计和创新功能,迅速吸引了海量用户的关注并发展成为平台生态圈,具有强大的生态价值和传播价值,此外也蕴含着极其可观的商业价值。当前,微信公众平台虽已经迈开了赚取商业利润的步伐,但其真正适合的盈利模式还有待探究。所以,对微信公众平台盈利模式的研究具有重要的理论意义和实践意义。本文首先对微信公众平台、模式、盈利模式以及四要素盈利理论体系进行解释分析,然后探究微信公众平台的功能以及五大类微信公众平台的发展现状,得出微信公众平台虽占据自媒体领域首要地位,但仍有数量众多的竞争者,微信公众平台存在着实现盈利的前提条件,但仍未建立清晰明确的盈利模式,微信公众平台盈利之路还需走很远。本文的主体部分分析微信公众平台的盈利四要素及盈利布局,用盈利点、盈利源、盈利杠杆、盈利屏障四要素分析微信公众平台的盈利布局现状,最后创新性地总结出微信公众平台盈利模式:以增值服务为核心的盈利模式、以营销为主体的盈利模式、以增值为主体的盈利模式、以电子商务为主体的盈利模式、付费阅读、电子出版等。微信公众平台的盈利模式随着微信的发展与改进,在未来还会有无限的可能,微信公众平台将会朝着精准营销、体系化整合盈利等趋势不断前进。
[Abstract]:With the rapid development of mobile Internet, mobile self-media products, represented by WeChat public platform, have attracted the attention of massive users and developed into a platform ecosystem, depending on their intimate product design and innovative functions. Has the formidable ecological value and the dissemination value, in addition also contains extremely considerable commercial value. At present, the WeChat public platform has begun to make commercial profits, but its true profit model remains to be explored. Therefore, the study of WeChat public platform profit model has important theoretical and practical significance. Firstly, this paper explains and analyzes the WeChat public platform, the model, the profit model and the four factors profit theory system, and then probes into the function of the WeChat public platform and the development status of the five kinds of WeChat public platform. Although WeChat public platform occupies the primary position in the field of media, but there are still a large number of competitors, WeChat public platform has the prerequisite to achieve profit, but has not yet established a clear and clear profit model. WeChat public platform profit road still needs to go a long way. The main part of this paper analyzes the four factors of WeChat public platform profit and profit distribution, using profit point, profit source, profit lever, profit barrier four elements to analyze the profit distribution of WeChat public platform. Finally, it summarizes the profit model of WeChat public platform: the profit model with value-added service as the core, the profit model with marketing as the main body, the profit model with value-added as the main body, the profit model with e-commerce as the main body, paying for reading. Electronic publishing, etc. With the development and improvement of WeChat's public platform, the profit model of WeChat public platform will have unlimited possibility in the future.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G206-F

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