Analysis Of The Operation Mode Of Internet Product Platform

With the rapid development of Internettechnology,Internet productsbased on personal computers,such as MSN,YAHOO,have sprung up since the 1990s,and have made fast development in recent years.Early MSN is a free software launched by Microsoft corporation,aiming to promote sales of their software.After then,a new type of commercial operation mode(e.g.the instant message tool QQproposed by Tenent corporation)is emerged.Since we are moving into the mobile internet,it is necessary to study products based on the mobile Internet.This paper studied themobile Internet products by takingWeChat as an example.Released in 2010,WeChathas made a series of remarkable achievements.The active user around the world are over 800 million according to the recent statistics.WeChat has experienced a series of stages,e.g.the social-communication-tool stage,the open platform stage,and finally formed anecological system,which made it a successful model of operation management platform forInternet products.WeChat has gradually formed a new commercial mode,mainly consists of mobile Internet based communication service and relevant commercial operation mode.thus,this paper conducts studies by taking WeChat as an example.By taking the operational managementstrategy of WeChat,this paper developed a path-dependent-typed case analysis model.Based on this model,the paper studiedthe WeChat operation and management from the aspects of product service and design,quality management,marketing management,and product strategy implementation,by using operating managementandrelevanttheory.The paper concluded that WeChat is based on a consumer product design,quality of distributed management,social participation marketing,specialization,integration and diversification strategy,has currently become a star product in the mature period.WeChathas become a platform,evolving from simplya product,and a new WeChat Internet ecological system is in progress.This paperalso studied the platform-based operation management,and developed an operation management model for platform-based products,with the purpose of inspiring operation management of other Internet products.