腾讯移动社交广告的价值共创研究

发布时间：2018-07-27 09:51

【摘要】：新旧更替是社会前进的趋势,随着以智能手机为代表的移动智能终端的技术突破,移动互联保持着高速增长的态势。与之相对的是纸媒和广播电视等大众媒体的集体衰落,而曾经红极一时的PC互联网,也因逐渐饱和的用户需求和日显僵化的传播模式逐渐失去了活力。在移动互联成为时代主旋律的背景下,人的社会中心地位越来越明显。尤其是新生代的网民群体,作为物质生活需求能够得到极大满足的一代,他们更加追求基于心理层面的品质与体验。移动社交媒体正是在这样的前提下得以迅速发展普及,并获得了人们的广泛青睐。伴随着4G的普及,5G即将来临,LBS(Location Based Service,基于位置服务)技术、智能穿戴技术、生物识别技术等相关技术的发展,移动社交媒体不仅满足了人们日益增长的人际交往、自我表达以及分享互动的需求,还成功成为了人们日常生活的重要组成部分。移动社交媒体是一个全新的环境,它不仅具有传统社会化媒体的参与性、交互性、分享性等特征,还因移动终端的特殊生态而拥有了"数据更多、更真实"、"消灭离线状态"和"碎片化"等新的表现。传统媒体的信息垄断在移动社交媒体上被彻底粉碎,个人用户获得了前所未有未有的强大话语权。在这样的语境下,传统商品主导逻辑下的价值创造模式,由于其过度强调企业的主体地位,忽视了顾客作用,明显无法适应用户至上的移动社交媒体的发展要求。因此,本文首先通过文献研究的方法,回溯了移动社交媒体发展历程,总结移动社交广告的概念与特征,并且阐明了价值创造视角由"单独创造"向"共同创造"的演变轨迹,从而明确研究对象与最新研究成果。再对移动社交平台和价值创造理念两者进行综合分析,提出了将价值创造的最新研究成果——"价值共创引入到移动社交媒体平台的思路。其次,通过选取国内移动社交媒体代表——腾讯为典型案例,以腾讯移动社交广告为切入点,分析在企业、顾客双重视角下,价值共创模型中的企业区域、交互区域、顾客区域中具体价值创造形式与流程,探索企业在价值共创中作为价值创造的促进者与合作者的角色实现,发掘顾客在价值共创中的主导地位的确立过程,以及顾客的价值独创阶段对价值共创的关键作用,并且对腾讯移动社交平台在价值共创的不同阶段对企业和顾客的联结作用做出具体阐述。最后,本文通过研究得出的结论大致如下:腾讯移动社交平台——"创新者"与"把关人"角色并举。腾讯移动社交平台之所以能够在价值共创中发挥举足轻重的作用,其中一个很重要的原因在于其始终扮演着技术创新者角色,在移动社交与广告结合的技术层面不断更迭,推陈出新。除了"技术"这一在平台广告的价值共创中发挥重要作用的推手以外,在广告信息传播过程中的对于把关人角色的建立则是腾讯移动社交平台影响价值共创的另一种内在驱动。企业——依托价值共创,布局"移动+电商"。依托腾讯移动社交平台,企业与顾客的互动是价值共创得以完成的基础,而顾客之间的互动带来的对产品、服务的增值则是移动社交平台价值共创的最直接体现,而这种增值体现在企业商业实践上就表现为移动社交与电商的融合。顾客需求决定平台架构,顾客体验决定共创价值。在移动互联时代,在新的价值理念的支持下,顾客获得了史无前例的话语权,以往的企业主导地位被顾客取代,顾客成为了检验价值的唯一标准,在价值的创造过程中掌握生杀大权。此外,顾客需求始终是价值共创的重点议题,它不仅像会直接影响到企业的广告活动、经营策略、战略布局等,还会作用于价值共创活动的发生平台——移动社交媒体,由被动到自发、由表及里地推动社交平台内容框架、组织形式、平台理念等方面的转变。价值共创的视角有进一步拓展的空间。价值共创的主体应当突破企业与顾客的二元结构,可以将更多的其他影响因素纳入到价值共创体系,形成网状的价值共创系统。价值共创的内涵应当打破"使用价值"的局限,拓展到每一个受益人的更高层面的社会价值。价值共创的方式可以更加多元化,技术和制度等都可以成为价值共创的途径。
[Abstract]:The new and old change is the trend of social progress. With the technological breakthrough of mobile intelligent terminals represented by smart phones, mobile interconnection maintains a rapid growth trend. Relative to it, the mass media, such as paper media and radio and television, has the collective decline, and the once red PC Internet network is also due to the gradual saturation of user demand and deadlock. In the background of the mobile interconnection as the theme of the times, the social center of the people is becoming more and more obvious. Especially in the new generation of Internet users, as a generation of material life needs, they are more in pursuit of quality and experience based on the psychological level. Mobile social media is becoming more and more important. With the popularity of 4G, 5G is coming, LBS (Location Based Service, location based service) technology, smart wear technology, biometric technology and other related technologies have developed with the popularity of this, and the migration of social media not only satisfies people's growing interpersonal relationships. The demand for self expression and sharing of interaction has become an important part of people's daily life. Mobile social media is a new environment. It not only features the participatory, interactivity, and sharing of the traditional social media, but also has "more data and more real" because of the special ecology of the mobile terminal. The information monopoly of the traditional media has been completely crushed in the mobile social media, and the individual users have won unprecedented powerful discourse power. In this context, the value creation model under the traditional commodity dominated logic has overemphasized the main body status of the enterprise and ignored the customer. The guest function is obviously unable to adapt to the development requirements of the mobile social media, which is the user first. Therefore, this paper first traces the development of mobile social media, summarizes the concept and characteristics of mobile social advertising through the literature research method, and clarifies the evolution path of the perspective of value creation from "single creation" to "co creation". The research object and the latest research results, and then the comprehensive analysis of the mobile social platform and value creation concept, and put forward the latest research results of value creation - the idea of "value creation introduced into the mobile social media platform". Secondly, by selecting the representative of the domestic mobile social exchange media, the Tencent is a typical case. The mobile social advertisement is the breakthrough point. It analyzes the enterprise area, the interactive region, the specific value creation form and process in the customer area under the dual perspective of the enterprise and the customer, and explores the role realization of the promoter and the collaborator of the value creation in the value creation of the enterprise, and excavates the dominance of the customer in the value creation. The establishment process of status, and the key role of the customer's value creation stage to value creation, and the connection effect of the Tencent mobile social platform in different stages of value creation. Finally, the conclusions of this paper are as follows: Tencent mobile social platform - "innovator" and " One of the important reasons why the Tencent mobile social platform plays an important role in value creation is that it is always playing the role of the technological innovator, constantly changing the technical level of the combination of mobile social and advertising, and promoting the value of the platform advertising in addition to technology. The establishment of the gatekeeper role in the process of advertising information dissemination is another internal drive for the value creation of the Tencent mobile social platform in the process of advertising information dissemination. To create the basis for completion, the value added to products and services brought by customer interaction is the most direct embodiment of the value creation of the mobile social platform, which is reflected in the business practice of the integration of mobile social and e-commerce. The customer needs determine the platform structure, the customer experience determines the value of creating a value. In the Internet era, with the support of the new value concept, customers have gained the unprecedented right of discourse. The former enterprise dominant position is replaced by customers. Customers have become the only standard of testing value. In the process of value creation, the customers' demand is the key issue of value creation. It is not only like a direct shadow, but also a direct shadow. The advertising activities, management strategies, strategic layout and so on, will also play a role in the development platform of value creation activities - mobile social media, from passive to spontaneous, the transformation of social platform content framework, organizational form, platform concept and so on. The value creation perspective has further expansion space. The main body of creation should break through the two yuan structure of the enterprise and the customer, and bring more other factors into the value creation system and form a network value creation system. The connotation of value creation should break the limitation of "use value" and expand to the higher level of social value of every beneficiary. The way of value creation can be even more. Diversification, technology and system can become a way to create value.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F49;F713.8

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