足球类移动垂直社交媒体“懂球帝”发展研究

发布时间：2018-03-04 15:21

本文选题：移动社交媒体　切入点：体育垂直媒体　出处：《武汉大学》2017年硕士论文　论文类型：学位论文

【摘要】：移动互联网技术发展,为人们带来了更多新的互联网体验,也催生了许多新的媒介形式。除了微信、微博等移动社交媒体外,近年来,专注于垂直领域的移动垂直社交媒体也在人们生活中扮演着重要的角色,如体育类移动垂直社交媒体。当前,各大互联网公司也纷纷在移动端进行体育类垂直社交媒体布局,如新浪、腾讯、乐视、虎扑等,它们通过提供专业的体育资讯与社交服务,获得了许多体育迷的关注。2013年11月,一款名为"懂球帝"的APP上线,在3年的时间里,其凭借优质的原创资讯内容加丰富的社交体验,吸引了接近超过2000万的用户,一跃成为当前我国最大的足球类移动垂直社交媒体。因此本文以"懂球帝"的发展状况作为研究对象,运用SWOT理论,通过对比分析、文本分析、数据分析等方法对其进行全面的分析和研究。本文共有五个章节。在第一章绪论部分,笔者对当前关于移动社交媒体、垂直媒体、足球报道以及"懂球帝"的研究现状进行了阐述和分析,认为移动垂直社交媒体的产生是受众需求向个性化、专业化转变以及移动互联网技术发展等因素共同作用的结果。在第二章中,笔者对"懂球帝"及其基本特征、上线背景和发展历程进行了论述,认为其具有定位清晰、专业性和互动性强的基本特征;其上线背景除了受众信息分化和移动互联网技术发展原因外,其中很重要的一点是其上线之际许多大的体育垂直互联网媒体还没有在移动端进行布局,为其发展提供了的良好空间。而关于"懂球帝"的发展历程,笔者根据"懂球帝"功能和运营方式的转变,将其划分为了上线前的准备阶段、"冷启动"上线阶段、"冷启动"上线及蓄势阶段、利用社交属性快速发展阶段、多元化成熟运作阶段。在第三章中,笔者主要通过界面与功能、内容生产、用户及其维护、品牌营销、盈利模式等5个维度对"懂球帝"的发展现状进行了全面的阐述和分析。为了进一步研究"懂球帝"的发展状况,笔者在第四章中将"懂球帝"与体育类移动垂直社交媒体中具有典型代表意义的"虎扑体育"进行横向的比较,在对比过程中,笔者运用文本分析、数据分析等研究方法,得出了相关结论:"懂球帝"在当前发展阶段具有垂直化程度高、专业性强、运营资金充足、盈利能力较差、用户维护模式较为粗放等特征。在第五章中,结合三、四章的研究结果,笔者使用SWOT分析法对"懂球帝"发展过程中的优势、劣势、机会和威胁四个要素分别进行了分析,并通过各要素之间的交叉比较,从SO(优势——机会)策略、WO(劣势——机会)策略、ST(优势一—威胁)策略、WT(劣势——威胁)策略四个方面对"懂球帝"的发展提出了具体的对策。其中SO策略为加强品牌推广,引入直播技术;WO策略为开发原创版权,拓展盈利模式;ST策略为扩大自媒体引入规模,开展行业并购;WT策略为优化用户维护模式,提高用户活跃度。
[Abstract]:The development of mobile Internet technology has brought more new Internet experiences to people and spawned many new media forms. Besides WeChat, Weibo and other mobile social media, in recent years, Mobile vertical social media focused on vertical areas also play an important role in people's lives, such as sports mobile vertical social media. For example, Sina, Tencent, Letv, and Tiger Pang, who have gained a lot of attention from sports fans by providing professional sports information and social services. In November 2013, a APP called "know the Ball Emperor" went online for three years. With its excellent original content and rich social experience, it has attracted nearly 20 million users. It has become the largest mobile vertical social media of football in our country at present. Therefore, this paper takes the development of "understanding the Globe Emperor" as the research object, applies the SWOT theory, through the contrast analysis, the text analysis, There are five chapters in this paper. In the first chapter, the introduction, the author of the current mobile social media, vertical media, This paper expounds and analyzes the current situation of football report and the study of "understanding the Globe Emperor", and thinks that the emergence of mobile vertical social media is the demand of the audience to individualize. In the second chapter, the author discusses the basic characteristics, the background and the course of development of "understanding the Globe Emperor", and thinks that it has a clear orientation. Professional and interactive characteristics of the basic characteristics; its online background in addition to audience information differentiation and mobile Internet technology development reasons, One of the most important points is that many large sports vertical Internet media have not been laid out on the mobile side at the time of their launch, providing a good space for their development. According to the transformation of the function and operation mode of "knowing the Globe Emperor", the author divides it into the preparation stage before going online, the "cold start" stage, the "cold start" stage and the stage of storing the potential, and the stage of rapid development by using the social attributes. In the third chapter, the author mainly through the interface and function, content production, users and their maintenance, brand marketing, In order to further study the development situation of "know the ball emperor", five dimensions such as profit model and so on, have carried on the comprehensive elaboration and the analysis to the development present situation of "understand the ball emperor". In the 4th chapter, the author makes a horizontal comparison between "understand the Ball Emperor" and "Tiger attack Sports", which is typical representative of sports mobile vertical social media. In the process of comparison, the author uses text analysis, data analysis and other research methods. The related conclusions are as follows: "understanding the ball emperor" has the characteristics of high degree of perpendicularity, strong specialization, sufficient operating capital, poor profitability, extensive user maintenance mode and so on in the current development stage. In Chapter 5th, combining three, Four chapters of the research results, the author uses SWOT analysis of the development of "understand the ball emperor" in the process of development of the strengths, weaknesses, opportunities and threats were analyzed, and through the cross-comparison between the elements. This paper puts forward concrete countermeasures to the development of "know the ball emperor" from four aspects of SO-opportunity strategy, WO strategy, ST-strategy and WT-strategy, in which so strategy is to strengthen brand promotion. The introduction of direct broadcast technology WO strategy for the development of original copyright, the expansion of profit model St strategy to expand the scale of self-media, the development of industry M & A strategy for the optimization of user maintenance mode, improve user activity.
【学位授予单位】：武汉大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

【参考文献】