WCS公司移动众包类产品的营销与运营策略研究

发布时间：2018-03-11 09:25

本文选题：移动众包　切入点：互联网　出处：《西南交通大学》2016年硕士论文　论文类型：学位论文

【摘要】：随着互联网的发展,移动智能设备已经侵入到每个人的日常生活,使大众的生活方式,工作方式都发生了很大变化,众包,众筹,互联网金融,共享经济等新名字等也是层出不穷。本文选取了其中一个新概念-众包行业中的更细分领域移动众包进行研究。移动众包是指移动互联网平台将线下执行任务和品牌推广任务提供给大众(用户),从而以低成本的方式将公司和用户联系起来。数百万智能手机用户可以在上下班的时间,买东西或逛街的闲暇时间里完成简单的任务,并因此获得佣金。这些任务包括零售店检查,消费者调研,付费广告,指定地点的促销等。首先,本文介绍了行业情况,我国调研咨询(传统、线上)整体行业规模(行业产值及收入情况)、增长速度、细分格局、发展趋势。WCS公司在所处行业中细分板块的具体情况,规模,增速,发展趋势。在行业的相关政策和公司的政策优势上也做了简要分析,并阐述了可能对WCS公司所处行业发展造成影响的因素。其次,在回顾最近几年众包业的发展过程上,借鉴国外的众包成长经验,结合WCS公司的实际情况,探索移动众包类公司的战略发展及执行情况,通过一个小微企业的各个部门,包括：研发,销售,市场,人力资源等的战略执行情况,分析真实数据,得出公司在众包行业能突出重围获发展壮大的关键变量。移动众包首先是属于移动互联网行业,而移动互联若想生存发展必须满足其客观规律即：用户终生价值(LTV)大于单用户获取成本(CPA),否则即为伪命题,单纯烧钱模式不可持续；另外,平台是由一个个众包任务组成,平台的成功是由单个众包任务的成功积累而成,单个众包任务的顺利完成很大程度上由：任务的难易程度,用户对发布任务的企业的信任度和用户获得的回报这三方面组成。本文着重研究了众包平台如何做到LTVCPA及单个任务顺利完成时这三个组成部分所占比例。最后,也对WCS公司在资本市场的融资情况做了简要分析,并找出互联网公司在资本市场融资的一般模式和估值公式,把WCS公司作为一个一般性的互联网公司来剖析他的生命周期,以供同类型公司加以借鉴。
[Abstract]:With the development of the Internet, mobile smart devices have intruded into the daily life of everyone, making the way of life and work of the public have changed greatly, crowdsourcing, crowdfunding, Internet finance, New names, such as sharing economy, are also emerging in endlessly. This paper selects one of the new concepts-mobile crowdsourcing in the crowdsourcing industry. Mobile crowdsourcing means that mobile Internet platforms will perform offline tasks and. Brand promotion tasks are offered to the public (users) to connect companies to users in a low-cost way. Millions of smartphone users can travel to and from work. Do simple tasks in your leisure time of shopping or shopping, and get paid commission. These tasks include retail shop inspection, consumer research, paid advertising, promotion at designated locations, etc. First, this article introduces the industry situation. Research and consultation in China (traditional, online) the overall industry scale (industry output value and income situation, growth rate, subdivision pattern, development trend. WCS company in the specific industry subdivision plate, scale, growth rate, The development trend. Also made the brief analysis in the industry related policy and the company's policy superiority, and elaborated the possible influence factor to the WCS company's industry development. Secondly, in reviewing the development process of the crowdsourcing industry in recent years, Drawing on the experience of crowdsourcing growth in foreign countries and combining with the actual situation of WCS Company, this paper explores the strategic development and implementation of mobile crowdsourcing companies, through the various departments of a small and micro enterprise, including: research and development, sales, marketing, Human resources and other strategic implementation, analysis of the real data, the company in the crowdsourcing industry can break through the development of the key variables. Mobile crowdsourcing is first of all belong to the mobile Internet industry, If mobile interconnection wants to survive and develop, it must satisfy its objective law, that is, the lifetime value of users (LTV) is greater than the cost of obtaining a single user (CPA / C), otherwise it is a false proposition, and simply burning money is not sustainable; in addition, the platform is made up of one by one crowdsourcing tasks. The success of the platform is a result of the success of a single crowdsourcing task, and the successful completion of a single crowdsourcing task is largely due to the difficulty of the task, This paper focuses on how the crowdsourcing platform achieves LTVCPA and the proportion of the three components when a single task is successfully completed. It also makes a brief analysis of the financing situation of WCS Company in the capital market, and finds out the general mode and valuation formula of Internet companies' financing in the capital market, and takes WCS Company as a general Internet company to analyze its life cycle. For the same type of companies to learn from.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F626;F274

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