以“南宁创客中心”为例探究资源型社群发展策略

发布时间：2018-02-02 09:07

本文关键词： 社群经济资源型社群发展策略　出处：《广西大学》2017年硕士论文　论文类型：学位论文

【摘要】：互联网技术的发展改变了信息交互的方式,让人们的沟通和连接突破了时间和地域的限制,人群的聚合——“社群”逐渐摆脱了地缘和血缘属性。并且借助移动互联网通讯录绑定、身份验证、地理定位等技术手段,互联网社交的真实性和信任感大大增强,社群交互逐渐从线上延伸到线下,从虚拟走向现实,从精神互动走向商业合作。移动互联网时代,“社群”逐渐带有了经济属性,实现了商业价值的创造和增值,完成了由“社群”到“社群经济”的飞跃。社群经济的发展依托移动互联网社群组织,资源型社群是一种重要的社群类型,本研究以“资源型社群”为研究对象,通过对“南宁创客中心”运营的社群进行实地访谈以及其他社群的切身观察,并结合相关文献资料,总结了资源型社群在不同阶段的发展策略。本研究首先对互联网社群概况进行了梳理,为后文做好基础理论分析。本研究借鉴产品生命周期理论将资源型社群发展分为成立期、成长管理期、商业化成熟期、衰退期四个阶段,并着重研究其前三个阶段的发展策略。在成立期、成长管理期两个阶段,不同的资源型社群发展具有共性特点,因此在这两个阶段笔者总结的发展策略对不同的资源型社群具有普遍适用性。在商业化成熟期,由于每个社群拥有不同的资源和特点,因此会采用不同的商业化形式,这一阶段笔者主要是对“南宁创客中心”社群的商业化策略进行分析和总结,期望可以为其他社群提供一定参考。资源型社群是最符合社群经济特点社群类型,但是由于这种社群入群门槛设置非常严格,因此笔者很难加入到国内知名的资源型社群并获得其运营的核心资料。笔者有幸采访到了“南宁创客中心”社群运营者并拿到了其运营的详细资料,虽然“南宁创客中心”运营社群在国内不具有知名度,但是其社群运营非常成熟,足以作为本研究的案例支撑。本研究通过研究资源型社群的发展策略的来探索社群经济发展的奥秘,以期为该领域的理论研究提供新的视角,并尽可能为实务界社群运营提供一套系统的、可行的、普遍适用的指导理论和实操方法。
[Abstract]:The development of Internet technology has changed the way of information exchange, let people communicate and break the connection time and geographical constraints, population aggregation -- "community" gradually get rid of the blood and geographical attributes. And with the help of mobile Internet mail list binding, authentication, and positioning technology, authenticity and trust in the Internet the greatly enhanced sense of community interaction, gradually extended from online to offline, from virtual to reality, from the spiritual interaction to business cooperation. The mobile Internet era, "community" gradually with the economic attributes, the creation of business value and value-added, completed by the "community" to "social economy" leap. The development of social economy, relying on the mobile Internet community organizations, community resources is an important type of community, based on the "resource type community" as the research object, through the "Nanning record The customer as the center "operation of the community of interviews and personal observation of other communities, combined with the related literature, summarizes the resource-based community development strategy in different stages. This study firstly carried out of the Internet community, do the basic theoretical analysis for the later. On the basis of the theory of product life cycle resource type community development is divided into the establishment period, growth management, commercial maturity, recession four stages, development strategy and focus on the first three stages. In the period of growth management in two stages, with the common characteristics of different resource type community development, so it has universal applicability of resources the different community development strategy in the two stage. The author summarizes the commercial maturity, because each community has the resources and characteristics of different, so will the commercial form of different, this stage The author mainly analyzes and summarizes the commercialization strategy of Nanning hit off center community, expected to provide a reference for other community resources. The community is the most consistent with the social economic characteristics of community types, but because of the social group into the threshold is set very strict, so the author is hard to join the domestic well-known community resources and the core data obtained from its operation. The author has the honor to "Nanning Passenger Center" and get the details of community operators of its operations, although the "Nanning Passenger Center" operation of community in the country is not well-known, but the community operation is very mature, as a case of the study in this research. The mystery of development strategy on resources of the community to explore the social and economic development, in order to provide a new perspective for the theoretical research in this field, and as far as possible for practice agency Group operations provide a set of systematic, feasible, universally applicable guiding theories and practical methods.

【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F279.27

【参考文献】