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1、山東大學(xué)碩士學(xué)位論文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山東大學(xué)碩士學(xué)位論文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
