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School code ：10378Security：
Classification：
Research on New Media Operation
Based on User Empowerment
——A case study of “Iget”APP
Student ID： 3201631065
Name： Zhou Yuan
Degree category：Professional Master
The professional name：Business Administration
Research direction ： Marketing Management
Tutor’s name： Du Jingjing
April, 2018摘要
随着人类在通信领域取得的突破，智能手机的广泛应用，信息的传播方式与传
播渠道也发生了前所未有的颠覆
互联网未出现之前，信息通过传统媒体进行传播，确实促进了社会的发展和人
类的进步，但随着科技的发展，新媒体传播逐渐进入到人们生活，它的优越性及先
进性是传统媒体不可相比的。由于新媒体运营在我国刚刚起步，行业竞争良莠不齐，
行业发展亟待规范，行业竞争却空前激烈
在这样的背景下，本文通过搜索阅读大量中英文的文献，整合营销学、运营管
理、心理学等多学科的研究基础，采用案例研究的分析方法，选取知识变现领域媒
体运营的典范——“得到”APP为对象展开案例分析。在对新媒体运营行业现状和
产业链进行深度剖析的基础上，总结其创业成功的关键历程，并结合网络运营阶段
划分，分析了其运营过程中种子期、爆发期、平台期的运营策略。在此基础上，基
于用户赋能的视角，从心理赋能、结构赋能和资源赋能三方面分析了其运营策略的
具体应用，及三种赋能策略的相互关系与运作机理，并对“得到”APP未来的发展
提出自己的展望。最后，文章总结了用户赋能在网络运营中的必要性，并从产品运
营、用户运营、内容运营与活动运营四个方面分析了用户赋能在互联网运营中的具
体应用。研究结论为以“得到”APP为代表的新媒体运营商运营策略提供了有益的
借鉴与启示
关键词：用户赋能；新媒体运营；社群营销；“得到”APP
I
ABSTRACT
Due to breakthroughs in telecommunication technology and extension usage of
smart phones, there are great changes in the method and channel of information
dissemination. In Traditional Media time, only authorized institutions can spread news
through traditional media including television, radio, newspaper, magazine and other
channels. Compared to the Old Media, internet is more timely, open, and interactive.
Accompanied with the increase in number of netizens and popularity of the internet, New
Media has been an inseparable part of people’s life.
As the operation of New Media has just made its appearance in China, the
competition in this industry is very fierce and new rules and standards need to be set to
regulate the industry.
Under such circumstances, the author of this thesis made researches and read a large
range of books both in Chinese and English, integrated multiple subjects including
marketing, operation management, psychology and so on. After analyzing the current
situation and the industry chain of the New Media operation, adopting case study as
study method, this thesis selects the APP “Iget” as the operation model of converting
knowledge into money and figures out its secret in success. Combining the network
operation stages and user empowerment, the planning strategy falls into three stages: the
seed operation stage(users sharing identification), the burst operation stage(users
participating in the network operation) and the plateau operation stage(users
disseminating together).
Based on user empowerment perspective, the interaction and relationship among the
three operation strategies were analyzed in this thesis. All the analysis made, the thesis
put forth the prospects forthe APP “Iget”. At the final part, from operations of product,
users, content and campaigns, the thesis looked at the role that user empowerment played
in network operation and offered suggestion for operating similar New Media
organizations.
KEYWORDS: User empowerment; New Media operation; Social marketing; APP “Iget”。