商业模式困境下的Web2.0战略对策研究

发布时间：2018-12-15 08:16

【摘要】： Web2.0从一股席卷互联网的浪潮正在发展成社会生活的深刻影响力,商业价值和人类生活以从未有过的程度紧密结合在一起。web2.0在快速发展的同时,也正在面临着商业模式上的困境,本为旨在探讨web2.0带来的深刻影响,并对商业模式困境提出战略对策。首先,从web2.0的概念入手,追溯了web2.0产生的源头和背景,web2.0是一个开放性的概念,自由、开放、共享这些互联网甚至是人类的信息传播一直在追求的状态在web2.0这里得到了很大程度的实现,这种进步和提升可以说是革命性的。同时,web2.0和新媒体也存在着密切的关联,web2.0本身就是新媒体的一个组成部分,同时它的出现也对传统媒体产生了巨大的冲击,催生着新媒体的迅速发展,并对战略和商业模式的理论进行综述,探讨了web2.0下战略和商业模式的关系,同时对web2.0在战略和商业模式上的特点进行了分析,呈现出与以往不同的消费者权力增长、企业自媒、新旧媒体融合、风险投资高度参与新特点,同时也分析了Web2.0发展中的商业模式困境问题。其次是对web2.0的商业价值的分析,web2.0出现后对商业价值产生了一系列的影响,这也是本文想要表达的观点之一:本文想要表达的是技术影响行为,行为产生商业价值,商业价值以战略和商业模式为实现手段这样一种逻辑关系。技术、用户行为特征、商业价值、战略和商业模式之间存在着紧密的关联,也可以说是一种战略价值链,在用户粘性、内容、参与架构等全面超越了web1.0,促使了新媒体价值链发生延展,从线上价值到线下价值,从海量内容的间接价值到优质内容的直接价值,从广告的粗放到精准投放,并且使得公司核心能力向着更加轻量级和人本的方向发展。第三部分对Web2.0下的新媒体战略和商业模式提出对策建议,提出了与商业模式相配合的优质内容战略、市场细分战略、服务整合战略,并分别在营销、创业、吸引风险投资、视觉设计等方面给出建议,并对国内的Web2.0发展环境做出了SWOT分析。第四部分为web2.0发展趋势预测。立足于当下的态势分析,从技术应用、商业层面和行业竞争方面进行了展望分析,随后对全文的分析和论述进行总结,以期对国内的Web2.0和新媒体行业的企业有所帮助。
[Abstract]:Web2.0 is developing from a wave sweeping the Internet into a profound influence of social life. Commercial value and human life are closely combined to a degree never seen before. While web2.0 is developing rapidly, It is also facing the dilemma of business model, which aims to probe into the profound influence brought by web2.0 and put forward strategic countermeasures to the dilemma of business model. First of all, starting with the concept of web2.0, we trace the origin and background of web2.0. Web2.0 is an open concept, which is free and open. Sharing these Internet and even human information has been pursued by the web2.0 has been largely achieved here, this progress and upgrading can be said to be revolutionary. At the same time, web2.0 and new media are closely related, web2.0 itself is a part of new media, at the same time, its appearance has a huge impact on the traditional media, and spawned the rapid development of new media. It also summarizes the theory of strategy and business model, probes into the relationship between strategy and business model under web2.0, and analyzes the characteristics of web2.0 in strategy and business model. Enterprise media, new and old media integration, venture capital highly participate in the new characteristics, but also analyzes the development of Web2.0 business model dilemma. The second is the analysis of the commercial value of web2.0. After the emergence of web2.0, it has a series of effects on the commercial value. This is one of the viewpoints that this paper wants to express: what this paper wants to express is the technology influence behavior, the behavior produces the commercial value. Business value takes strategy and business model as the means to realize such a logical relationship. Technology, user behavior characteristics, business value, strategy and business model are closely related, can be said to be a strategic value chain, in terms of user stickiness, content, participation architecture and so on has completely exceeded the web1.0, Promoted the extension of new media value chain, from online value to offline value, from the indirect value of massive content to the direct value of high-quality content, from extensive advertising to accurate delivery, And make the core competence of the company to the direction of more lightweight and people-oriented development. The third part puts forward the countermeasures and suggestions to the new media strategy and business model under Web2.0, puts forward the high-quality content strategy, the market segmentation strategy, the service integration strategy, and separately in the marketing, the enterprise, the attraction venture capital, which is coordinated with the business model. Visual design and other aspects of the proposed SWOT analysis of the domestic Web2.0 development environment. The fourth part is the forecast of web2.0 development trend. Based on the current situation analysis, this paper looks forward to the application of technology, commercial level and industry competition, and then summarizes the analysis and discussion of the full text, in order to help the domestic Web2.0 and new media industry enterprises.
【学位授予单位】：中国政法大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F49;F716;TP399-C2

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