场景时代移动社交媒体的盈利模式分析

发布时间：2018-07-08 21:30

本文选题：场景时代 + 移动社交媒体　；参考：《南京财经大学》2016年硕士论文

【摘要】：科技的发展孕育着新的变化,罗伯特·斯考特提出随着“移动设备”、“大数据”、“社交媒体”、“定位系统”、“遥感器”等五要素的发展,社会进入场景时代。所谓“场景”就是基于空间与基于行为与心理的环境氛围,场景时代的到来给人们的生活以及现代商业带来了重要的影响。场景分析、挖掘、制造等逐渐成为商业发展重点,对于移动社交媒体也不例外。目前,移动社交媒体虽然市场前景良好,但是市场竞争越来越激烈,流量变现之难、持续的入口之争等问题,让大多数的移动社交媒体陷入盈利困境。移动社交媒体现有盈利模式广告、增值服务、电子商务以及移动游戏等盈利模式,在场景时代是否依旧适用?移动社交媒体如何才能开发出更适合场景特征和用户需求的赢利模式?新的赢利模式包括哪些要素,应具备什么样的特征?这一系列问题构成本文研究的出发点。本文采用对比分析法、文献分析法、案例分析法等,按照“场景时代发生什么变化—基于变化新的盈利要素是什么—基于新的要素新的盈利模式是什么”的研究思路,从以下三个方面层层递进研究场景时代移动社交媒体的盈利模式。第一,场景时代传统营销理念变更。传统的4P在场景时代具有了新的内涵和特征:产品成为功能属性和连接属性的结合,价格敏感性让渡于价值敏感性,分享成为渠道的引爆点,连接重新定义了人和企业的关系。第二,场景时代移动社交媒体新的盈利要素。本文尝试提出场景时代社交媒体全新的盈利要素,主要包括:用户需求、场景入口、完善的体验服务以及社群。第三,场景时代移动社交媒体新的盈利模式。在提出新的盈利要素基础以及对现有盈利模式分析的基础上,提出了“工具+社区+电商”新盈利模式,这一模式为移动社交媒体形成了“吸引用户—沉淀用户—用户转现”良性循环,拓宽了移动社交媒体的利润源、利润点,丰富了业务体系,同时还建构了场景社群的利润屏障,将为移动社交媒体提供了新的发展思路。在对场景时代营销理念变化、盈利要素、盈利模式把握基础上,本文提出移动社交媒体的“工具+社区+电商”新盈利模式,发展此盈利模式,首先需要处理好三者的关系,社区是核心,工具、电商仅次于社区,然后在此基础上根据这三个模块的特性提出具体的发展策略,从用户场景需求把握工具功能,重点发展社区的内容和关系,电商方面提供差异性服务,开发新的虚拟物品、服务等。由此,移动社交媒体在场景时代实现更好的盈利。
[Abstract]:With the development of science and technology, Robert Scott put forward that with the development of "mobile device", "big data", "social media", "positioning system", "remote sensor" and so on, society entered the scene era. The so-called "scene" is based on the environment atmosphere of space and behavior and psychology. The arrival of scene era has brought important influence to people's life and modern business. Scene analysis, mining, manufacturing and so on have gradually become the focus of business development, and mobile social media is no exception. At present, although the market prospect of mobile social media is good, the market competition is becoming more and more intense, the traffic is difficult to realize, and the continuous competition of imports makes most mobile social media fall into profit dilemma. Does the existing profit model of mobile social media, such as advertising, value-added services, e-commerce and mobile games, still apply in the era of the scene? How can mobile social media develop profitable models that are better suited to scenario features and user needs? What are the elements of the new profit model and what characteristics should it have? This series of questions constitute the starting point of this paper. This paper uses comparative analysis, literature analysis, case analysis, etc., according to the research ideas of "what happens in the scene era-what is the new profit factor based on the change-what is the new profit model based on the new factor", This paper studies the profit model of mobile social media in the era of scene from the following three aspects. First, the scene era of traditional marketing concepts change. The traditional 4P has new connotations and features in the scene era: the product becomes the combination of the function attribute and the connection attribute, the price sensitivity gives way to the value sensitivity, the sharing becomes the tipping point of the channel, and the connection redefines the relationship between the person and the enterprise. Second, the scene era mobile social media new profit factors. This paper tries to put forward the new profit elements of social media in the scene era, including: user needs, scene entry, perfect experience service and community. Third, the scene era mobile social media new profit model. On the basis of putting forward new profit factors and analyzing the existing profit model, this paper puts forward the new profit model of "tool community ecommerce". This model has formed a virtuous circle of "attracting users-precipitating users-users transferring" for mobile social media, widened the profit sources, profit points, enriched the business system, and constructed the profit barrier of the scene community. Will provide a new development thinking for mobile social media. On the basis of the change of marketing concept, profit factors and profit model, this paper puts forward the new profit model of "tool community ecommerce" of mobile social media. In order to develop this profit model, we should first deal with the relationship among them. Community is the core, tools, e-commerce second only to the community, and then based on the characteristics of the three modules, specific development strategies are put forward to grasp the tool function from the needs of the user scene, and to focus on the development of the content and relationship of the community. E-commerce provides differential services, developing new virtual goods, services, etc. As a result, mobile social media in the scene era to achieve better profit.
【学位授予单位】：南京财经大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G206-F

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