微信未来盈利模式探析——基于微信传播

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1、山东大学硕士学位论文CONTENTSAbstractinEnglish⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯6Introduction⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．7ChapterlSummaryofWeChat⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．81．1TheEmergenceandDevelopmentofWeChat⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．81．1．1TheEmergenceofWeChat⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯81．1．

2、2TheRapidDevelopmentofWeChat⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．81．1．3TheUpgradingofWeChat⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．91．2TheAnalysisofSubscribers⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．111．2．1TheMal【etShareofWeChat⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．111．2．2SubscribersQualityOntheBasisofPopulationQuality⋯⋯⋯⋯⋯．．．．13Chapter2TheAnalysisO

3、fthePropagationPropertiesofWeChat⋯⋯⋯⋯⋯⋯⋯⋯．162．1TheCommunicationFunctionofWeChatOntheBasisoftheCommunicationTheoryofMcluhan⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯162．1．1WeChatIstheMessage⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．162．1．2FromCommunicationFunctionTotheExtensionofHuman⋯⋯⋯172．2TheCommunicaitonFeaturesofWeC

4、hat⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．182．2．1Immediacy⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯182．2．2Privacy⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．182．2．3Sociality⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯192．2．4Interactivity⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．202．2．5Fragmentation⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯202．3ComparisonbetweenWeC

5、hatandOtherTargeted-FunctionalProducts⋯．．21Chapter3TheAnalysisonImportantCompetitiveStrategyofWeChat。．。．．．．。．。．。．。．．．．223．1TheCompetitiveMarketingStrategyofMobilePayments⋯⋯⋯⋯⋯⋯⋯⋯．223．1．1CashSubsidyandBundlingSale⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．223．1．2RationalCompetitionUndertheSituationofDuopoly⋯

6、⋯⋯⋯⋯⋯⋯233．2IncreasingInfluencebyMobile—MoneySchemes⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯243山东大学硕士学位论文3．2．1TimelyIssuanceofLicaitong⋯⋯⋯⋯⋯⋯．⋯．⋯．⋯⋯．⋯．⋯⋯．⋯⋯．⋯．．⋯．243．2．2TheComparativeCompetitionbetweenLicaitongandYu’ebao⋯⋯．253．3UsetheWeChatEnvelopetoConsolidatetheMarketShare．⋯．⋯．⋯⋯．．．⋯．．273．3．1TheRevenueModelof

7、EnvelopeGame⋯⋯⋯⋯⋯⋯．⋯⋯．⋯⋯⋯．⋯．⋯．273．3．2TheSuccessFactorsofEnvelopeGame．⋯⋯⋯⋯⋯⋯．．⋯⋯⋯．⋯⋯．．⋯．．．27Chapter4TheAnalysisonExistingProfitModelofWeChat⋯．．⋯⋯⋯．⋯⋯．⋯⋯．⋯．．294．1TapintothePotentialofGameIndustry⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯294．1．1TheBusinessOpportunitiesofMobileGame⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯294．1．2TheAdvantag

8、esoftheSocia