微信公众号免费商业模式研究  

Research on Free Business Model in the Era of Internet+——Taking WeChat Official Accounts as an Example

作　　者：江其玟[1] 陈双 JIANG Qimin;CHEN Shuang(School of Economics and Management,Southeast University,Nanjing 211189,China)

机构地区：[1]东南大学经济管理学院,中国南京211189

出　　处：《上海商学院学报》2018年第5期23-28,共6页Business Economic Review

摘　　要：在"互联网+"时代,"免费"成为新兴业态,微信作为平台型商业模式,打造了一个连接各方用户群体的生态圏。本文以微信公众号为例,首先总结该社交媒体平台的四种免费模式:第三方付费模式、免费加收费模式、契约金模式、用户直接打赏模式,并以Johnson等提出的商业模式中四个相互依存的维度:顾客价值主张、盈利模式、关键资源与关键流程来进行分析,然后探讨微信公众号免费商业模式的关键成功要素,最后做出总结,就"互联网+"时代免费商业模式的发展提出建议。In the era of Internet+,"free"has become a new type of business.WeChat,as a platform-based business model,creates the ecosphere connecting different user communities.Taking WeChat official accounts as an example,this paper summarized four kinds of free business models:the third-party payment model,free plus charging model,contract model and consumer’s direct reward model.It then analyzed these models based on four interdependent business model dimensions:customer value proposition,profit model,key resources and critical process,which were proposed by Johnson.Next,it explored the key factors that led free business models of WeChat official accounts to success.Finally,the paper made a summary and provided advice for free business model in the era of Internet+.

关 键 词：“互联网+”时代 免费商业模式 微信公众号 

分 类 号：F724.6[经济管理—产业经济]