摘要
随着我国互联网经济的日益发展，越来越多的互联网公司成立。电子商务在
我国发展方兴未艾，其中基于互联网的平台类企业发展迅速，自从微信诞生并被
广泛使用以来，很多企业利用微信这一社交平台进行商业化运作，在产品研发、
营销渠道打造、客户关系维护方面都取得了不错的效果，同时也存在着人力、技
术、渠道等方面的问题

本文主要对 SD 微信商业平台（SD 公司）的发展战略进行研究。文章在相关
理论研究的基础上，充分分析 SD 微信商业频台的内外部环境，并通过对其价值
链进行分析。从而对 SD 微信商业平台的发展战略进行构建，提出了基于互联网
背景的扩张型发展战略。为了丰富论述，文章深入分析了我国相似企业“你我辣
妈”公司的案例，为给 SD 微信商业平台的发展战略的实施提供实证借鉴。接下
来，文章从人力资源体系建立、业务聚焦战略设计、营销渠道构建、战略联盟建
设等方面提出具体策略，保证 SD 公司资源整合性发展战略实施。在此基础上，
在分析公司目前状况的基础上，分别从人力资源、业务聚焦、直销渠道、科研等
方面的发展战略提出保障措施。最后，文章提出结论和展望，提出战略实施的不
足和注意点，以期为 SD 公司的发展提供建议，并为互联网背景下平台企业发展，
尤其是社群平台类企业发展提供一定借鉴

关键词：微信商业平台；SD 公司；发展战略II
ABSTRACT
With the development of the Internet economy in our country, more and more
Internet company was set up. Which is based on the platform of the Internet
companies has developed rapidly, since WeChat birth and is widely used, many
companies use WeChat this social platform for commercialization, in product
development, marketing channel, customer relationship maintenance have achieved
good results, but also there is a human resource management, technology
implementation, marketing channel building and other issues
This article mainly to the SD WeChat business platform (SDcompany) to study
the development strategy. Articles in the related theoretical research, on the basis of
fully analyzing the SD WeChat commercial frequency of internal and external
environment, and through the analysis of the value chain. To SD WeChat business
development strategy to build platform, puts forward the integrated development
strategy based on the background of Internet resources. In order to enrich this paper,
the article deeply analyzes the similar enterprise case, are you my hot mama
company for SD WeChat business platform of empirical references for the
implementation of the strategy of development.
Then, the article from the human resources system to establish, business focus
strategy design, marketing channel construction, proposed the concrete strategy,
strategic alliance construction guarantee SD company resources integrated
development strategy implementation. On this basis, according to the development of
the company, is the human resources development strategy, marketing channel
development strategy, business focus on the development strategy, scientific research
and development strategy of specific implementation safeguard measures are put
forward. Finally, the article puts forward the conclusion and outlook, the lack of
strategy implementation and attention points, so as to provide Suggestions for the
development of SD company, and for the enterprise development under the
background of the Internet platform, especially community platform class enterprise
development to provide certain reference.
Key words: WeChat business platform; SD company; Development strategyIII
目录
摘要........I
ABSTRACT..........II
目录III
1绪论....1
1.1研究的背景和意义......1
1.1.1研究背景..........1
1.1.2论文研究的意义..........3
1.2国内外相关研究综述..3
1.2.1发展战略相关理论......3
1.2.2国内外关于移动电子商务平台企业发展战略的研究..........4
1.3研究的主要内容及方法..........7
1.3.1论文研究内容..7
1.3.2论文研究的方法..........8
2.1相关概念的界定........10
2.1.1发展战略的内涵........10
2.1.2平台型公司的内涵....10
2.2平台型公司发展战略12
2.2.1平台型公司发展战略的内涵12
2.2.2平台型公司发展战略的类型13
2.3微信平台商业模式....13
2.3.1以增值服务为主体的商业模式........14
2.3.2以移动营销为主体的商业模式........15
2.3.3以移动游戏为主体的商业模式........16
2.3.4以移动电子商务为主体的商业模式17
3 SD 微信商业平台内外部环境分析.19
3.1 SD 微信商业平台内部环境分析.......19
3.1.1 SD 微信商业平台资源分析...19
3.1.2 SD 微信商业平台能力分析...22
3.1.3 SD 微信商业平台价值链分析...........24
3.2 SD 微信商业平台外部环境分析.......26
3.2.1宏观环境分析26IV
3.2.2行业环境分析29
4 SD 微信商业平台扩张型发展战略的构建.31
4.1 SD 微信商业平台的使命和战略目标...........31
4.1.1平台的使命描述........31
4.1.2资源整合性战略的确定........31
4.2 SD 微信商业平台扩张型发展战略构建.......32
4.2.1人力资源开发战略....32
4.2.2业务聚焦战略36
4.2.3营销战略........38
4.2.4技术研发战略39
4.2.5与其他相关平台企业建立战略联盟....
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