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1、山東大學碩士學位論文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山東大學碩士學位論文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