随着移动互联网和智能手机终端的飞速发展，微信作为国内用户使用频次最高的 移动社交APP已成为移动互联网的最佳入口。2012年8月上线的微信公众平台，提供 了一种全新的媒体信息发布模式，其门槛低，互动性强、自由度大等特点吸引了众多 企事业单位、商家和个人的入驻。微信公众平台通过开放接口的形式让更多第三方服 务提供商参与到其生态当中，为微信公众号用户提供二次开发、功能优化、运营推广、 营销策划等解决方案。 本文的研究对象G公司是一家党媒背景的新媒体服务型企业，即将推出自主研发 的微信营销平台——光明微站，本文旨在立足战略高度，运用企业战略管理的相关理 论和分析方法对G公司的发展战略进行分析和研究，结合行业环境和G公司的实际情 况，提出合理的战略目标和实施保障建议。 本文首先运用PEST分析法、波特五力模型、EFE矩阵、IFE矩阵等工具详细分析 了G公司微信营销平台业务所处的宏观环境、行业竞争环境和G公司的内部资源与能 力，发现机会与威胁、优势与劣势，创建SWOT分析矩阵，为战略目标的制定和战略选 择提供有力依据。随后通过STP理论选定目标市场，明确G公司微信营销平台业务向 政府部门和媒体行业用户提供高质量、特色化、符合其行业特性的基于微信公众号的 行业解决方案的目标定位，提出G公司的企业愿景和企业使命，为G公司微信营销平 台业务设定战略目标：努力提高服务品质，创造产品独特价值，借助光明网的背景在 微信第三方服务垂直行业深耕政府部门和媒体行业的细分市场，占据一定市场份额， 以此为基础大力发展，拓展渠道，最终打造业内领先的基于微信生态的综合性第三方 营销服务平台。接着利用大战略矩阵和QSPM矩阵为G公司微信营销平台业务选择出 市场开发的发展战略和目标集中的竞争战略。最后，根据实际情况将战略目标的实施 规划为三个阶段，结合麦肯锡7S模型理论为目标的实施制定保障措施。 关键词：战略；移动互联网；微信第三方服务；平台 IV Abstract With the rapid development of mobile Internet and smart phone terminals, WeChat has become the best entry point for mobile Internet as the most frequently used mobile social APP for domestic users. The WeChat public platform launched in August 2012 provides a new mode of media information publishing. Its low threshold, strong interaction and great freedom attracts many enterprises, businesses and individuals. The WeChat public platform allows more third-party service providers to participate in its ecosystem through open interfaces, providing solutions for secondary development, function optimization, operation promotion, and marketing planning for WeChat public users. The research object of this dissertation is a new media service enterprise with the background of party media. It will launch the self-developed WeChat marketing platform-- Guangming Weizhan. This paper aims to be based on strategic height and apply relevant theories and analysis methods of enterprise strategic management. G company's development strategy plan for analysis and research, combined with the industry environment and the actual situation of G company, put forward reasonable strategic goals and implementation of safeguard recommendations. This dissertation firstly analyzes the macro environment, industry competition environment and internal resources and capabilities of G company's WeChat marketing platform using PEST analysis method, Porter's five-force model, EFE matrix, IFE matrix and other tools to find opportunities and threats,advantages and disadvantages, create a SWOT analysis matrix, and provide a strong basis for strategic choice. Then, through the STP theory, the target market was selected, and the G company's WeChat marketing platform was provided to the government departments and media industry users to provide high-quality, distinctive, and industry-specific WeChat public number-based industry solutions. Corporate vision and corporate mission, set strategic goals for G Company's WeChat marketing platform: strive to improve service quality, create unique value of products, and deepen the market segment of government departments and media industry in the vertical industry of WeChat third-party service with the background of Guangming. Taking a certain market share, based on this, we will vigorously develop and expand channels, and finally build a leading comprehensive third-party marketing service platform based on WeChat ecosystem. Then use the large strategic matrix and QSPM matrix to select the development strategy of the market development and the competitive strategy of the target concentration for the V company's WeChat marketing platform. Finally, according to the actual situation, the implementation of the strategic objectives is planned into three stages, and the safeguard measures are implemented in conjunction with the implementation of the McKinsey 7S model theory. Key Words: Strategy;Mobile Internet; WeChat third party service; Platform VI 目录 第1章 绪论 ................................................. 1 1.1 研究背景 ...................................................... 1 1.2 研究目的和意义 ................................................ 2 1.3 国内外相关研究综述 ............................................ 3 1.3.1 国外研究综述 ........................................... 3 1.3.2 国内研究综述 ........................................... 4 1.4 研究内容 ...................................................... 5 第2章 G公司微信营销平台业务介绍 ........................... 8 2.1 平台简介 ...................................................... 8 2.2 平台功能 ...................................................... 8 2.2.1 功能模块 ............................................... 8 2.2.2 版本及功能列表 ........................................ 10 2.3 增值服务 ..................................................... 12 第3章 G公司微信营销平台业务外部环境分析 ...................... 14 3.1 宏观环境分析 ................................................. 14 3.1.1 政治环境分析 .......................................... 14 3.1.2 经济环境分析 .......................................... 15 3.1.3 社会环境分析 .......................................... 16 3.1.4 技术环境分析 .......................................... 17 3.2 行业竞争环境分析 ............................................. 18 3.2.1 同行业竞争者分析 ...................................... 19 3.2.2 潜在进入者的分析 ...................................... 23 3.2.3 替代品的分析 .......................................... 25 3.2.4 供应商议价能力分析 .................................... 27 3.2.5 购买者议价能力分析 .................................... 27 3.3 外部因素评价矩阵 ............................................. 27 3.4 本章小结 ..................................................... 28 第4章 G公司微信营销平台业务内部资源与能力分析 ............. 30 4.1 职能法五要素分析 ............................................. 30 4.1.1 营销职能要素分析 ...................................... 30 4.1.2 财务会计职能要素分析 .................................. 31 4.1.3 生产经营及技术职能要素分析 ............................ 32 4.1.4 人员职能要素分析 ...................................... 33 4.1.5 管理组织职能要素分析 .................................. 34 4.2 内部因素评价矩阵 ............................................. 36 4.3 SWOT分析 .................................................... 37 VII 4.4 本章小结 ..................................................... 38 第5章 G公司微信营销平台业务战略目标与战略选择 ............. 39 5.1 营销战略三要素分析 ........................................... 39 5.1.1 市场细分 .............................................. 39 5.1.2 目标市场选择 .......................................... 40 5.1.3 市场定位 .............................................. 42 5.2 战略目标制定 ................................................. 42 5.2.1 企业愿景与使命 ........................................ 42 5.2.2 企业战略目标 .......................................... 43 5.3 发展战略选择 ................................................. 43 5.3.1 备选战略分析 .......................................... 45 5.3.2 发展战略QSPM矩阵 ..................................... 46 5.4 竞争战略选择 ................................................. 48 5.4.1 备选战略分析 .......................................... 48 5.4.2 竞争战略QSPM矩阵 ..............................