摘要
微信自2011年推出以来,就受到了大众的喜爱与追捧,尤其是智能手机的普及,更是扩大了微信的用户群。依据竞争优势理论,根据微信自身发展的特点,从成本领先、差异化和聚焦集中三个层面分析微信大获成功的内在原因。通过多个细分角度,分析得出了微信受大众喜爱的原因,为其它社交平台提供发展建议。
Wechat was created and introduced to the public in 2001 and has embraced a huge popularity ever since among their billions of users.This paper aims to dig the inner reason for which Wechat gains such a success on the basis of the competitive advantage theory.Our analysis innovatively studies from the aspect of cost leadership strategy,differentiation strategy and focus strategy respectively.Conclusions of the research andimplications for other social platforms are given at the end of the paper.
作者
胡召燕
HU Zhao-yan(Colleg of Management,University of Shanghai for Science and Technology,Shanghai 200093,China)
出处
《中国林业经济》
2018年第1期28-31,共4页
China Forestry Economics
基金
国家社会科学基金项目(15BTJ017)
2017年度上海理工大学人文社科"攀登计划"项目(SK17PA01)
沪江基金研究基地专项"电子商务智库"(14008)
关键词
微信
竞争优势理论
社交平台
wechat
competitive advantage theory
social platform
