微信公眾平台的商業模式及競爭力分析 ——以花生游为例

WeChat Public Platform Analysis on Business Model and Competitive Forces ——Taking Nutrip as an example

盛堯(Yao Sheng)

指導教授 ： 郭瑞祥

國立臺灣大學/管理學院/企業管理碩士專班/碩士(2017年)

https://doi.org/10.6342/NTU201704371

摘要

隨著今年社交媒體，網絡，客戶消費習慣的迅猛發展。從櫥窗購物，到現在移動終端上的社交媒體購物依然成為了最新的發展趨勢。以目前中國大陸最為流行的社交巨頭微信為例。被稱為微信商業模式的新商業模式正在崛起，備覆蓋了幾乎所有的微信用戶。
所謂微信商業模式到底是怎樣的一種商業模式？那些成功地商業都有哪些特質？我們應如何追隨這種商業模式？本研究報告以微信商業模式中的市場及運營為中心，分析其商業的核心競爭力。以一家深圳的科技公司為例，介紹了其建立在微信公眾平台上的商業，以此再現了微信商業模式的真實運用并推廣。

關鍵字

微信 ； 微信公眾平台 ； 微信商業模式 ； 競爭力

並列摘要

With a rapid growth in social media and internet, consumers’ shopping custom has been gradually changed these years. From window shopping to online shopping, now social media shopping on the mobile devices becomes a new trend of business model. Take the most popular social media player in Mainland China, Wechat, as an example. A new business model called WeChat Business Model is rising and almost covered to all the WeChat users.
What kind of business model it is? What’s the feature of those successful business? How we could follow this WeChat Business Model? This research paper will centralize on the marketing and operation aspect of the WeChat Business Model and analyze its competitive strategy in business. A case company, Shenzhen Huashengpai Internet Technology Limited Company, which built its WeChat Public Platform named “Nutrip”, will be introduced in the later chapter to reappear the WeChat Business Model from its establishment to its regular business.

並列關鍵字

WeChat ； WeChat Public Platform ； WeChat Business Model ； Competitive Forces

參考文獻

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