Analysis On The Value Co-creation Of Tencent Mobile Social Advertising

The replacement of old and new is the trend of social development,with smart phones as the representative of the mobile intelligent terminal technology breakthroughs,mobile Internet has maintained a rapid growth trend.In contrast,print and broadcast television and other mass media collective have declined.The once popular PC Internet,because of the user needs' increasingly saturated and rigid communication mode,it has gradually lost vitality.In the context of mobile Internet has become the main theme of the times,people's social status is becoming more and more obvious.In particular,the new generation of Internet users,as the material needs of life can be greatly satisfied,they want more psychological quality and experience.That is why mobile social media can be popular and popular.With the popularity of 4G,5G's coming,the development of LBS(Location Based Service)technology,smart wearable technology,and biometric technology,mobile social media not only has met the demands of people's increasing interpersonal communication,self expression and sharing interaction,but also become an important part of people daily life.Mobile social media is a new environment,it not only has traditional social media participation,such as interaction,sharing and other features,but also has "more data,more real","destroy offline" and "fragmentation" and other new forms because of the special ecological mobile terminal.The information monopoly of traditional media has been completely shattered in the mobile social media,Individual users have an unprecedented right of speech.In this context,the traditional value creation mode under the good dominant logic,because of its excessive emphasis on the dominant position of the enterprise,ignoring the customer role,obviously can not adapt to the development of mobile social media.Therefore,first of all,through the method of literature research,this paper recounts the mobile social media development course,summarizes the concept and characteristics of mobile social advertising,and clarifies the value creation perspective by the creation of separate to the evolution of co-creation,so as to clear the object of study and the latest research results.Then,this paper analyzes the mobile social networking platform and concept of value creation comprehensively,and puts forward the latest research results of value creation into mobile social media platform.Secondly,This paper selects Tencent of as a typical case of the domestic mobile social media,chooses mobile social advertising to be the breakthrough point.Based on the analysis of dual perspective in the enterprise and the customer value,this paper tries to explore the enterprises in the value creating as the role of facilitator and collaborators,excavates the customer in the process of the establishment of the dominant position in value creating,and finds the value of customer as the key role and the mobile social platform in the different stages of value creating to the coupling effect of enterprise and customers.Finally,the conclusions of this study are as follows:Tencent mobile social platform--"innovators" and "gatekeeper" role simultaneously.Tencent mobile social networking platform has been able to play an important role in value creation,which is a very important reason is that it has always played a role with technology innovators,technical level in the mobile advertising and social changes,innovation.In addition to the "technology",in the advertising information dissemination process for the establishment of the gatekeeper role is the influence of Tencent mobile social platform value creation a inner drive.Enterprises:relying on the value of creating,layout "mobile + electricity business."Relying on Tencent mobile social platform,enterprise and customer interaction is to create value to the completion of the foundation,and the interaction among customers bring on products and value-added services is a mobile social networking platform to create the most directly reflects the value,and this value is reflected in the business practice on the performance of integration of mobile social and electricity supplier.Customer demand platform,customer experience decided to create value.In the mobile Internet era,in the new values under the support of the customer has obtained the previous There was no parallel in history.discourse,the enterprise dominant position by the customer to replace,customer has become a criterion of value,hold the reins in the process of value creation.The value creation perspective has a further expansion of space.The main body of value co-creation should break through the two-element structure of the enterprise and the customer,and can incorporate more other factors into the value creation system,and form the value creating system.The connotation of value creation should break the limitation of " value in use"and expand to the higher level of social value of each beneficiary.The way of value creation can be more diversified,technology and system can become the way of value creation.