大连理工大学专业学位硕士学位论文
摘
要
在移动互联网快速发展的今天，人们的社交方式已经发生翻天覆地的变化，而各类
人群也对社交有着迥然不同的需求。圈层文化群体就是其中典型代表，他们的社交需求
没有得到有效满足。伴随着中国经济的腾飞，即使是小众群体的需求，依然具有巨大的
市场潜力。同时，相对于强关系社交领域里，微信建立起的垄断地位，弱关系社交领域
依然存在众多创业机会。本文撰写目的是，通过创建服务于圈层文化群体的弱关系社交
产品，抓住中国社交领域的市场机会，创建成功的创业项目。
本文瞄准圈层文化用户群体弱关系社交市场，致力于满足目标用户独特社交需求，
并结合 MBA课堂所学习到的有关创业、战略、营销、财务等相关理论，在本创业项目
中进行实践。首先，使用包含政治环境分析、经济环境分析、社会环境分析、技术环境
分析四个要素的 PEST工具进行外部环境分析，明确创业项目所处外部环境状况及发
展空间；其次，对所处行业发展历史，本行业内相关产品及其商业模式进行分析，并指
出各款产品的特点及经营状况，明确行业发展状态及竞争状况。同时，分析了创业团队
内部资源状况；在分析了行业状况和创业团队内部资源后，描述了奈何的产品功能，公
司战略及组织架构，在此基础上，明确了奈何的商业模式和其与竞品之间的区别；文章
采用 STP分析及 4P组合营销分析，在明确产品定位后，分析了市场需求，制订相对合
理的营销手段；最后，介绍了项目的财务预算、费用和预计收益以及融资计划及股东退
出计划、风险预测、分析和控制手段等。以此分析说明奈何财务实施可行性。最终得出
结论本项目具有一定的市场机会及操作可行性。通过本次创业计划书的编写明晰了奈何
创业项目的实施计划及细节。
关键词：弱关系社交；圈层文化；移动互联网；创业计划书
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奈何社交产品创业计划书
Business Plan of Naihe Social Product
Abstract
Since recent years, mobile Internet has been developing rapidly. As such, people's social
life has changed dramatically. Also different people have different social needs. Under this
circumstance, cultural circle which is a typical representation of this phenomenon was born.
With the rapid development of China's economy, even meeting the needs of minority groups
will be a huge market. Compared with WeChat which is seen as a monopoly in the strong-tie
social field, still there are many opportunities for entrepreneurs in weak-tie social field. The
purpose of this paper is to create a successful entrepreneurial project by making weak-tie social
products that serve customers in cultural rings and seizing market opportunities in China's
socializing field.
This article is aimed at the relevant market segments, dedicating to meeting the needs of
target customers by using knowledge about entrepreneurship, strategy, marketing, finance
learned from MBA program. First of all, the paper identifies market potential of Naihe by
using PEST containing political analysis, economic analysis, social analysis, technical analysis
to carry out external environment analysis. Secondly, competitive products, their business
models and industrial environment are analyzed to indentify peer’s feature, clarify the trend
and competition in the industry. Moreover, the paper describes what Naihe does, how it will
develop in the future and how it runs business. Under this circumstance, Naihe’s business
strategy is identified. Plus, after positioning the product and analyzing market demand, we
adopt sound marketing methods by using STP and 4Ps of marketing. Finally, the paper
introduces the project's financial budget, costs and projected revenue including financing
scheme and the way how share holders phase out. On the basis of the financial analysis, the
financial feasibility is demonstrated. The conclusion is that the project boasts huge market
potential and is feasible to operate. The preparation of this business plan also clarifies the
project implementation details.
Key Words：Weak-tie; Cultural rings; Mobile internet; Business plan
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大连理工大学专业学位硕士学位论文
目录
摘
要.............................................................................................................................I
Abstract ............................................................................................................................. II
1绪论.............................................................................................................................. 1
1.1研究背景........................................................................................................... 1
1.2研究目的与意义............................................................................................... 2
1.3相关理论及研究综述....................................................................................... 3
1.3.1相关理论与方法.................................................................................... 3
1.3.2社交产品创业相关研究综述................................................................ 5
1.4研究思路与方法............................................................................................... 6
1.4.1文献综述法............................................................................................ 6
1.4.2对比分析法............................................................................................ 6
1.4.3定性与定量分析法................................................................................ 6
1.4.4技术路线................................................................................................ 6
2创业项目实施环境分析.............................................................................................. 8
2.1宏观环境分析................................................................................................... 8
2.1.1政策环境分析........................................................................................ 8
2.1.2经济环境分析........................................................................................ 8
2.1.3社会环境分析........................................................................................ 9
2.1.4技术环境分析...................................................................................... 10
2.2行业环境分析................................................................................................. 11
2.2.1社交产品行业现状及发展趋势分析.................................................. 12
2.2.2社交产品市场需求分析...................................................................... 13
2.3典型社交产品运营现状分析......................................................................... 16
2.3.1 Soul产品分析...................................................................................... 16
2.3.2一罐产品分析...................................................................................... 17
2.3.3唔哩星球产品分析.............................................................................. 18
2.4内部资源分析................................................................................................. 19
2.4.1组织资源分析...................................................................................... 19
2.4.2社会资源分析...................................................................................... 19
2.4.3客户资源分析...................................................................................... 20
2.4.4技术资源分析...................................................................................... 20
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。。。以下略