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微信商业化为何不能走QQ的道路
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Topic: 微信商业化为何不能走QQ的道路 (Read 305 times)
Zhan21
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微信商业化为何不能走QQ的道路
June 02, 2015, 12:38:13 AM
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微信与QQ本是同根生,相煎何太急。当移动互联网不可阻挡的到来之时,移动QQ还在向渠道付费预装不断的增添各种“功能”,简单直接的满足人们通信沟通需要的微信崛起是理所当然,但商业化道路却走的更加曲折。
微信是一种生活方式!他不是工具,也不一定是平台,但他是链接是服务是未来。
QQ的商业化历经了内部推动的richbutton-会员-QQ秀-QQgame四个步骤,逐步成型。而微信的商业化一直就是一个很模糊的事情,淘宝链接的封杀,飞机大战的火爆,公众号整顿,朋友圈品牌推广,每个事件都与外界因素脱不了关系。
QQ当初有流量,但无法得知如何流量变现,因此不断的推动生态系统的营造;现如今开放连接世界的微信,变现的方式有很多种,却担心因为做的过火伤害体验而流失用户。
时过境迁,用户使用网络的习惯已经改变,但有一样并没有变,那就是对内容无止境的需求。
Richbutton对QQ商业化的意义,并不在于广告收入的创收,毕竟所带来的收入远远无法抵消用户快速增长对服务器和带宽的消耗。实际产生的价值在于,用户开始接受除了人与人之间的交流,偶尔通过官方管道了解一下有可能需要的信息。
朋友圈品牌推广的出现,却是源于广告主对移动互联网广告资源的如狼似渴的需求,而不是微信需要在朋友圈中增加官方信息曝光的机会。移动互联网,大家为何喜欢APP,是因为只要不喜欢就可以删除。
会员对QQ商业化的作用,是长期锁定了一批有付费意愿的忠诚用户,开通服务时候优先挑选赠送的靓号,享受每月一定数量的手机离线消息,种种服务让会员感受身份的价值。
淘宝链接的封杀,源于阿里对腾讯生态系统的恐惧,但是同时留下了巨大的空间给“代购”“直销”在朋友圈中肆意妄为。层出不穷的“微商”,不管是否有官方的背景,都或多或少的伤害了原本纯洁的社交体验。
QQ秀的存在,从一开始就定位为商业化中不可或缺的环节,当人群有炫耀和攀比的心理的时候,才能触发进一步的消费欲望。
公众号的整顿,却是因为大量微博“运营”团队进入微信,将各种陋习带入后,造成用户活跃度下降之后不得以而为之的事情。
QQgame在成立之初,并没有想过要自己独立开发或者引进大量的游戏,只是基于消费欲望的填充,希望尽快整合游戏行业的合作伙伴,以导航的方式流量变现。当众人都没有意识到QQ流量价值的时候,就自己动手做起来,引发的一个美丽的误会。
朋友圈秀飞机大战排行榜,却是一群游戏厂商盯着微信,还在妄想用白菜价买黄金的情况下,一次被迫的肌肉秀。
无所为才能无所不为,正因为开放的架构,才让一个产品在如此之快的速度下发展。变化才是不变的真理,只要读过《失控》就知道背后的那只手才是结果的最终决定者。
在微信加速商业化的当下,我们无法预知接下来还将会发生什么。但是我们可以相信,无论是内因推动,还是外因推动,腾讯的社交和娱乐基因会是当中的主角。
微信,他正在为我们构筑一个个欢快的分享快乐的场景。
作者:廖峰 | 来源:iDoNews 专栏
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