从微信5.0的视角看腾讯生态圈

䈧࣑ᗵ䰵䈫↓᮷ѻਾⲴݽ䍓ᶑⅮ䜘࠶� ?????? ? ?????? ? ??? ? ? ? ? ? ? ѣؗՖ჈ӈ㚊㖇щ从⹊ガ Ԅᗤؗ 5.0Ⲻ㿼䀈ⵁ㞴䇥⭕ᘷാ 2013ᒪ 8ᴾ 6ᰛ ᣋ䍺㾷⛯ � ᗞؑ 5.0˖୶ъॆ䘋〻Ⲵᔰ੟ˈ〫ࣘӂ㚄Ⲵᯠ䶙ભDŽ2013 ᒤ 8 ᴸ 5 ᰕˈ ᗞؑ 5.0ⲫ䱶 AppStoreˈ໎࣐ᡆᕪॆҶᗞؑ᭟Ԉǃ⑨ᠿᒣਠǃޜՇᒣਠǃ ᢛаᢛㅹ䈨ཊ࣏㜭ˈަ䟽⛩൘Ҿ〫ࣘ᭟Ԉǃ᡻ᵪ⑨ᠿ઼ O2Oˈ਼ᰦሩҾ ަޜՇᴽ࣑փ㌫䘋㹼Ҷ䘋а↕Ⲵ㿴㤳઼ợ⨶DŽᗞؑ 5.0Ⲵ᧘ࠪḷᘇ⵰ᗞؑ ୶ъॆ䘋〻Ⲵᔰ੟ˈ⑨ᠿѝᗳሶᡀѪᵚᶕ〫ࣘ⑨ᠿⲴ䟽㾱ᒣਠ઼⑐䚃˗ᢛ аᢛ࣏㜭ሶᢃ䙐ޘᯠ O2Oޕਓ˗ᗞؑ᭟Ԉᶴ䙐ᗞؑ୶ъॆ䰝⧟DŽ � 〫ࣘӂ㚄㑱㦓ࣙ࣋ᗞؑ⠶ਁ ᔰˈ੟、ᢰ઼ࡋᯠⲴᯠᰦԓDŽ〫 ࣘӂ㚄⭘ᡧᤱ 㔝໎䮯Ѫᗞؑᨀ׋ᓎབྷ⭘ᡧสᮠ 2ˈ012ᒤ⭘ᡧ㿴⁑䗮ࡠ 4.20ӯˈ਼∄໎ 䮯 74.5%ˈަ໎䙏䘌䎵䗷਼ᵏⲴ㖁≁㿴⁑໎䙏DŽ〫ࣘ⑨ᠿǃ〫ࣘ䍝⢙઼〫 ࣘ㩕䬰ሶᡀѪѫ⍱ᓄ⭘ˈѝഭ〫ࣘӂ㚄㖁᭦ޕ㿴⁑ 2012ᒤ䗮ࡠ 550ӯݳ ˄वਜ਼Ր㔏໎٬ъ࣑˅ˈ ਼∄໎䮯 40%DŽ〫ࣘ⑨ᠿޘᒤ໎䮯䎵䗷 100%ˈ ᗞؑ⑨ᠿᒣਠ࠶ӛ㓒࡙DŽ � ᗞؑᱟ㞮䇟〫ࣘӂ㚄㖁ᐳተⲴޕਓDŽⴞࡽᗞؑ⭘ᡧ㿴⁑᧕䘁 5ӯ ⭘ˈᡧ㔃 ᶴѝབྷᆖ⭏ঐ∄䗮ࡠ 64.51% ⭧ˈᙗঐ∄ 63% 2ˈ0-30኱ᒤ喴⇥ঐ∄ 74%DŽ ᡁԜ䇔Ѫˈ䲿⵰〫ࣘㄟӂ㚄㖁ਁኅⲴ䙀⑀ᡀ⟏ˈ⭘ᡧ⢩ᖱሶᴹੁ⵰䙀⑀൷ 㺑Ⲵᯩੁ╄ਈⲴ䎻࣯DŽᗞؑ൘㹼ъㄎҹѝл䖭䟿っትㅜа սˈት㹼ъ嗉ཤ˗ ൘ᒣਠㄎҹѝ䙀↕䎵䎺ᗞঊ ᰾ˈ⺞ᇊսՈ࣯ࠨᱮ ൘˗޵䜘ㄎҹѝ≷㚊䍴Ⓚˈ ᡀѪ㞮䇟〫ࣘӂ㚄ᵰ᡻㓗ᓄ⭘DŽ � ഭ䱵㓿傼 ᡀ˖⟏ഭ䱵ᐲ൪ᒯ䱄ˈᵏ ᖵ㞮䇟ഭ䱵ॆ䘋〻DŽ൘㖾ഭ઼⅗⍢ഭᇦˈ WhatsApp ઼ Facebook Messenger ㅹᓄ⭘ঐᦞѫ⍱ˈަѝ൘⅗⍢ WhatsApp䎵䗷 Facebook MessengerDŽӊ⍢ᐲ൪ѝˈKakao઼ LINE൘ 丙ഭ઼ᰕᵜ൘਴㠚ᵜ൏ᐲ൪ާᴹᱮ㪇ⲴՈ࣯ˈᐲ൪ঐᴹ⦷࠶࡛䗮ࡠ 88% ઼ 76%DŽྲ᷌㘳㲁⭘ᡧ㿴⁑ࡠ䗮 5000зⲴᰦ䰤ˈFacebookѪ 1325ཙˈ TwitterѪ 1096ཙˈLINEѪ 399ཙˈᗞؑ⭘Ҷ 300ཙᐖਣˈ⭘ᡧ໎䮯䙏 ᓖ᛺ӪDŽṩᦞᡁԜሩ⎧ཆᡀ⟏ᐲ൪Ⲵ⹄ウˈᵏᖵᗞؑ䎠ੁ⎧ཆⲴഭ䱵ॆ↕ ՀDŽ � 䎻࣯ኅᵋ˖ᗞؑ୶ъॆࡊࡊ䎧↕ˈᵚᶕ⋯⵰йབྷ䎻࣯ਁኅDŽᡁԜ䇔Ѫᗞؑ 5.0Ⲵ᧘ࠪᱟᗞؑ୶ъॆ䘋〻Ⲵ䎧↕ 亴ˈࡔᵚᶕሶ⋯⵰йབྷ䎻࣯ਁኅDŽ˄ 1˅ ⑨ᠿᒣਠˈ䙊䗷⑨ᠿл䖭઼࠶ᡀ⁑ᔿ㧧ᗇ᭦ޕˈӾ⑨ᠿ୶ъॆ㢲ཿкᡁԜ 亴ࡔ࠶Ѫйњ䱦⇥ˈㅜа䱦⇥ԕĀ伎ᵪབྷᡈāㅹ䖫䟿㓗⑨ᠿѪѫˈㅜҼ䱦 ⇥к㓯㞮䇟⑨ᠿᒣਠкⲴ᡻⑨ӗ૱ˈㅜй䱦⇥䎠ੁᔰ᭮˗˄ 2˅ԱԱъᒣਠˈ ࠶Ѫ㓯к㲊ᤏԱъޜޡ䍖ਧ઼㓯л O2Oˈ㓯к䙊䗷ޜޡ䍖ਧⲴᖒᔿੁԱ ъᔰ᭮ api ᧕ਓᵳ䲀઼⭘ᡧᮠᦞ㧧ᗇ᭦ޕˈ㓯лᢃ䙊Աъࡠ⭘ᡧ O2O ⁑ ᔿˈवᤜ⭥୶ǃՊઈࡦǃՈᜐࡨㅹˈᗞؑ᭟ԈⲴ᧘ࠪ֯ᗇᗞؑ⭏ᘱ䬮ᖒᡀ 䰝⧟˗˄ 3˅⽮⽮Ӕᒣਠˈԕᴻ৻സѪส⹰䙊䗷ᗞؑ⭘ᡧᕪޣ㌫ᶕਈ⧠ˈᇎ⧠ ԧ٬ᨀॷˈⴞࡽสҾᗞؑⲴᮤਸ㩕䬰ᐢ㓿ᔰ࿻ፋ䎧DŽ ѣؗ䇷࡮⹊ガ䜞 ⳤ㡒 ⭥䈍˖010-60838017 䛞Ԧ˖ps@citics.com ᢗъ䇱Җ㕆ਧ˖S1010510120022 ⧁䬤 ⭥䈍˖021-68768102 䛞Ԧ˖wang_zheng@citics.com ᢗъ䇱Җ㕆ਧ˖S1010513070002 㚊㌱Ӱφ䜣⇻ ⭥䈍˖010-60836739 䛞Ԧ˖guoyi@citics.com ⴮ሯ᤽ᮦ㺞⧦ 䍴ᯉᶕⓀ˖ѝؑᮠ䟿ॆᣅ䍴࠶᷀㌫㔏 -20.00% -10.00% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 13 -0 1 13 -0 2 13 -0 3 13 -0 4 13 -0 5 13 -0 6 13 -0 7 13 -0 8 㞮䇟᧗㛑 ᚂ⭏ᤷᮠ ѣؗՖ჈ӈ㚊㖇щ从⹊ガ 䈧࣑ᗵ䰵䈫↓᮷ѻਾⲴݽ䍓ᶑⅮ䜘࠶� � ᄬै ᗞؑ 5.0˖୶ъॆ䘋〻Ⲵᔰ੟ˈ〫ࣘӂ㚄Ⲵᯠ䶙ભ ............................................................... 1 ᗞؑ 5.0˖㞮䇟୶ъॆ䘋〻Ⲵᔰ੟ ....................................................................................... 1 ⑨ᠿѝᗳ˖ᵚᶕ〫ࣘ⑨ᠿ䟽㾱ᒣਠ઼⑐䚃 ........................................................................... 2 ᢛаᢛ˖ᢃ䙐 O2Oޕਓ ...................................................................................................... 2 ᗞؑ᭟Ԉ˖ᶴ䙐ᗞؑ୶ъॆ䰝⧟ .......................................................................................... 3 〫ࣘӂ㚄㑱㦓ࣙ࣋ᗞؑ⠶ਁˈᔰ੟、ᢰ઼ࡋᯠⲴᯠᰦԓ ...................................................... 4 ᗞؑᱟ㞮䇟〫ࣘӂ㚄㖁ᐳተⲴޕਓ ....................................................................................... 6 ഭ䱵㓿傼о䎻࣯ኅᵋ˖ᡀ⟏ᐲ൪ᒯ䱄ˈᵏᖵഭ䱵ॆ䘋〻 .................................................... 11 䎻࣯ኅᵋ˖ᗞؑ୶ъॆࡊࡊ䎧↕ˈᵚᶕሶ⋯йབྷ䎻࣯ਁኅ................................................. 14 ଣڏᄬै മ 1˖ᗞؑ 5.0〫ࣘӂ㚄㖁୶ъ⁑ᔿമ ................................................................................ 1� മ 2˖ᗞؑ⑨ᠿĀ伎ᵪབྷᡈā .............................................................................................. 2� മ 3˖ᢛаᢛ࣏㜭ս㖞ਈॆ .................................................................................................. 3� മ 4˖ᗞؑ᭟Ԉ࣏㜭⌘޼⍱〻 .............................................................................................. 3� മ 5˖᡻ᵪ㖁≁㿴⁑৺൘ᮤփ㖁≁⑇䘿⦷ ............................................................................ 4� മ 6˖2011ᒤ-2012ᒤ᡻ᵪ㖁≁㖁㔌ᓄ⭘ᛵߥ .................................................................... 4� മ 7˖〫ࣘӂ㚄㖁ᐲ൪㿴⁑ .................................................................................................. 5� മ 8˖〫ࣘӂ㚄㖁ᆓᓖᐲ൪㿴⁑ঐ∄ ................................................................................... 5� മ 9˖2011Q1-2012Q4ᒤѝഭ᡻ᵪ⑨ᠿᐲ൪㿴⁑ ............................................................... 6� മ 10˖2012Q1-2013Q1ѝഭ〫ࣘ⑨ᠿᐲ൪㿴⁑ ................................................................ 6� മ 11˖ᗞؑ⡸ᵜশᰦ⋯䶙മ ................................................................................................ 7� മ 12˖ᗞؑ 3.0⡸ᵜ ........................................................................................................... 7� മ 13˖ᗞؑ 4.2⡸ᵜ ........................................................................................................... 7� മ 14˖ᗞؑ 4.3⡸ᵜ ........................................................................................................... 7� മ 15˖ᗞؑ 5.0⡸ᵜ ........................................................................................................... 7� മ 16˖ᗞؑ⭘ᡧᮠ䟿кॷ䙏ᓖ ............................................................................................ 8� മ 17˖ᗞؑ⭘ᡧ㙼ъ࠶ᐳ ................................................................................................... 8� മ 18˖ᗞؑ⭘ᡧᙗ࡛∄ֻ ................................................................................................... 8� മ 19˖ᗞؑ⭘ᡧᒤ喴∄ֻ ................................................................................................... 8� മ 20˖2013ᒤ 1ᴸйⅮ〫ࣘӂ㚄䖟Ԧ⭘ᡧ㿴⁑ ................................................................. 9� മ 21˖㞮䇟ᰇлӗ૱⭘ᡧᮠ䟿৺亴⍻ ................................................................................ 11� മ 22˖䜘࠶䖟Ԧ䗮ࡠ 5000з⭘ᡧᡰ⭘ᰦ䰤 ..................................................................... 12� മ 23˖LINE⭘ᡧ໎䮯ᛵߥ ................................................................................................ 12� മ 24˖Kakao ⑨ᠿᒣਠ㠚к㓯ԕᶕⲴᴸ⳸࡙ ................................................................... 13� ѣؗՖ჈ӈ㚊㖇щ从⹊ガ 䈧࣑ᗵ䰵䈫↓᮷ѻਾⲴݽ䍓ᶑⅮ䜘࠶� � ᛫ಫᄬै 㺘 1˖ᗞؑ 5.0ᯠ໎࣏㜭ợ⨶............................................................................................... 1� 㺘 2˖ᗞؑоᐲ൪ѝ䜘࠶਼㊫රӗ૱Ⲵ∄䖳 ........................................................................ 9� 㺘 3˖ᗞ઼ؑᗞঊᓄ⭘ᖒᔿሩ∄......................................................................................... 10� 㺘 4˖᡻ᵪ QQоᗞؑєᒤԭ仍ሩ∄ ................................................................................. 10� 㺘 5˖᡻ᵪ䰘ᡧ㖁ㄉ⭘ᡧ∄ֻєᒤਈॆ .............................................................................. 10� 㺘 6˖᡻ᵪ䰘ᡧ㖁ㄉ⭘ᡧ∄ֻєᒤਈॆ ............................................................................... 11� 㺘 7˖ཊഭ iphone⭘ᡧ䙊䇟ᓄ⭘ഭ޵ԭ仍ᛵߥ˄2012ᒤ˅ .............................................. 11� 㺘 8˖LINEǃKakaoǃWechatй䖟Ԧ⴨ޣؑ᚟ሩ∄ ......................................................... 13� 㺘 9˖KaKaoTalk઼ Line⳸࡙⁑ᔿሩ∄ ............................................................................ 13� ѣؗՖ჈ӈ㚊㖇щ从⹊ガ 䈧࣑ᗵ䰵䈫↓᮷ѻਾⲴݽ䍓ᶑⅮ䜘࠶ 1 ᗤؗ 5.0φ୼ѐौ䘑ぁⲺᔶ੥θ〱ࣞӈ㚊Ⲻ᯦䶟ળ ᗤؗ 5.0φ㞴䇥୼ѐौ䘑ぁⲺᔶ੥ 2013ᒤ 8ᴸ 5ᰕˈᗞؑ 5.0ⲫ䱶 App Storeˈ䘉ᱟᗞؑ⡸ᵜⲴа⅑䟽བྷᴤᯠDŽӾᗞؑ ⡸ᵜⲴশਢਁኅкⴻˈᗞؑ 1.x ઼ 2.x 䟽⛩ᱟ൘ণᰦ䙊䇟࣏㜭ˈᗞؑ 3.x ઼ 4.x 䟽⛩൘Ҿ⽮ Ӕ˄वᤜ⿱ᇶ⟏Ӫ⽮Ӕᴻ৻സǃ䱼⭏Ӫ⽮Ӕ᩷а᩷ǃ┲⍱⬦ㅹ ǃ˅ഭ䱵ॆԕ৺ޜՇᴽ࣑փ㌫ Ⲵᩝᔪˈᗞؑ 5.0໎࣐Ҷᗞؑ᭟Ԉǃ⑨ᠿᒣਠǃޜՇᒣਠǃᢛаᢛㅹ䈨ཊ࣏㜭ˈަ䟽⛩൘Ҿ 〫ࣘ᭟Ԉǃ᡻ᵪ⑨ᠿ઼ O2Oˈ਼ᰦሩҾަޜՇᴽ࣑փ㌫䘋㹼Ҷ䘋а↕Ⲵ㿴㤳઼ợ⨶ˈ䱢→ ޜՇ䍖ਧ᧘䘱⌋┕ᖡ૽⭘ᡧփ傼DŽ ൘㻛㿶Ѫ〫ࣘӂ㚄㖁୶ъॆ䟽⛩Ⲵ⑨ᠿ઼ O2O кˈᗞؑ 5.0 ਁ࣋ᢛаᢛ઼⑨ᠿѝᗳˈ ᡀ࣏ᢃ䙐Ҷ⑨ᠿ઼ O2O єབྷޕਓˈᒦᑖᶕᗞؑ᭟Ԉ䀓ߣ᭟Ԉ⧟㢲ˈӾ㘼ᆼᡀҶ〫ࣘӂ㚄㖁 ୶ъॆⲴ䰝⧟DŽ਼ᰦˈᗞؑ 5.0䘋а↕ᆼழަޜՇ䍖ਧփ㌫ˈሶޜՇ䍖ਧᇊսҾᴽ࣑ˈ㘼н ᱟ㩕䬰઼᧘ᒯˈ࣐ᕪҶԱъǃ୶ᇦⲴޜՇ䍖ਧⲴᆈ൘ᝏDŽ ഴ 1φᗤؗ 5.0〱ࣞӈ㚊㖇୼ѐ⁗ᕅഴ 䍴ᯉᶕⓀ˖ѝؑ䇱ࡨ⹄ウ䜘 㺞 1φᗤؗ 5.0᯦໔ࣕ㜳ứ⨼ ᯦໔ࣕ㜳 ࣕ㜳ԁ㔃 ᝅഴᖧଃ ᗞؑ᭟Ԉ ᗞؑ᭟Ԉ䳀㯿൘䜘࠶ᔰ䙊᭟Ԉ࣏㜭ⲴޜՇ䍖ਧѝˈਟԕ㔁ᇊ䬦㹼঑ˈ䇮㖞᭟Ԉᇶ ⸱ˈ൘ޜՇਧǃᢛҼ㔤⸱ǃAppѝᇎ⧠а䭞᭟ԈDŽ ᭟ᤱۘ㫴঑઼ؑ⭘঑˖ᤋ୶䬦㹼ˈᔪ䇮䬦㹼ˈݹབྷ䬦㹼ˈᒯਁ䬦㹼ˈޤъ䬦㹼ˈ ѝؑ䬦㹼ˈߌъ䬦㹼˗ ᭟ᤱؑ⭘঑˖ᐕ୶䬦㹼ˈѝഭ䬦㹼ˈᒣᆹ䬦㹼ˈ␡ൣਁኅ䬦㹼ˈᆱ⌒䬦㹼DŽ ᢃ䙊〫ࣘ᭟Ԉ⧟㢲ˈ ᖒᡀ O2O䰝⧟ 㺘ᛵ୶ᓇ ֯⭘ App Store Ⲵ“ᓄ⭘޵䍝Ҡ”ᵪࡦˈⲫᖅ㤩᷌ iTunes ᑀਧ䘋㹼䍝ҠDŽ ⴞࡽਟ׋䍝ҠⲴ㺘ᛵᇊԧѪ 6ݳDŽ Ոॆ⭘ᡧփ傼 ᆖҐ Lineˈᔰ࿻୶ъ ॆ ⑨ᠿѝᗳ ⴞࡽ⑨ᠿѝᗳѝਚᴹєⅮ⑨ᠿ˖㓿ި伎ᵪབྷᡈǃཙཙ⡡⎸䲔DŽሩ᧕㞮䇟〫ࣘ⑨ᠿ ᒣਠˈਟԕ㧧ਆᗞؑྭ৻ޣ㌫䬮ˈ䚰䈧ྭ৻а䎧⧙ˈਟ䙊䗷ᗞؑ᭟Ԉ䍝Ҡ䚃ާDŽ ᧕лᶕ㞮䇟㠚ѫ⹄ਁⲴ⽮Ӕ⑨ᠿljཙཙ䞧䐁NJǃlj㢲ཿབྷᐸNJǃljཙཙ伎䖖NJǃ lj⅒ ҀᯇൠѫNJҏሶ䱶㔝᧘ࠪDŽlj≤᷌ᗽ㘵NJǃlj⾎ᓉ䘳ӑ 2NJǃljMoon WolfNJǃlj⾎冄ѻ ຄNJǃljἽ⢙བྷᡈܥቨ 2NJㅹҏሶ֌Ѫ俆ᢩㆮ㓖Ⲵӗ૱䱶㔝䘋ޕ⍻䈅⣦ᘱDŽ ਁ〫࣋ࣘ⑨ᠿᐲ൪ˈ ᡀѪ⑨ᠿޕਓ ᢛаᢛ㺇 Ჟ ሩ߶ⴞḷᔪㆁᢛаᢛˈਟԕᇊսᖃࡽս㖞ˈᒦḕⴻⴞḷᔪㆁ㺇Ჟ ᢛаᢛᡀѪ O2O ޕ ਓˈᢛ᧿㧧ਆሩᓄ୶ ᡧǃ୶૱ؑ᚟ˈ㘼ф ਟԕⴤ᧕㚄㌫୶ᇦˈ ḕ䈒Ոᜐˈоᗞؑ᭟ Ԉᖒᡀ䰝⧟ ᢛаᢛ୶ ૱ᶑ⸱ǃ മҖǃCD ሩ୶૱ᢛаᢛˈਟԕ㧧ਆ୶૱Ⲵ䈖㓶ؑ᚟઼䍝Ҡ䬮᧕ ᢛаᢛ㤡 ᮷অ䇽 ᢛаᢛ㤡᮷অ䇽ਟԕ㘫䈁Ѫѝ᮷ ᩷а᩷㿶 仁䇶࡛ 䙊䗷䈝丣ˈሩ㿶仁䘋㹼䇶࡛ ѣؗՖ჈ӈ㚊㖇щ从⹊ガ 䈧࣑ᗵ䰵䈫↓᮷ѻਾⲴݽ䍓ᶑⅮ䜘࠶ 2 ᯦໔ࣕ㜳 ࣕ㜳ԁ㔃 ᝅഴᖧଃ ޜՇ䍖ਧ ࠶㊫ ሶޜՇ䍖ਧ࠶㊫Ѫᴽ࣑ਧ઼䇒䰵ਧˈަѝˈᴽ࣑ਧ⇿њᴸ䲀ਁаᶑ⎸᚟ˈ䇒䰵ਧ ⇿ཙ䲀ਁаᶑ⎸᚟ ४࠶ޜՇ䍖ਧˈሶᗞ ؑޜՇ䍖ਧᇊսѪᴽ ࣑ 䇒䰵䍖ਧ ᣈਐ 䇒䰵ਧѪᣈਐ䳶ѝ൘аᶑ⎸᚟޵ᱮ⽪ˈᴽ࣑ਧ׍ᰗঅᶑᱮ⽪ ᣁࡦޜՇ䍖ਧⲴჂ փǃ㩕䬰ㅹ࣏㜭ˈ䱢 →㩕䬰ؑ᚟⌋┕ᖡ૽ ⭘ᡧփ傼 䈝丣䇶࡛ 䗃ޕ 䙊䗷䈝丣䇶࡛ˈሶ䈝丣䖜ॆѪ᮷ᆇˈ߿ቁ᧕ਇ䈝丣ሩ⭘ᡧⲴᒢᢠ ᤹տ␫࣐ ᴻ৻ ᤹տ␫࣐䓛䗩Ⲵᴻ৻ ᡀѪণ᩷а᩷ǃḕⴻ 䱴䘁ⲴӪѻਾˈ৸а ⽮Ӕ䙄ᖴ ᭦㯿 ਟԕ᭦㯿᮷ᆇǃ䈝丣ǃޜՇྭǃᴻ৻സㅹؑ᚟ ᗞؑമḷ ᡱᒣॆ ѪҶཱྀਸ iOS7ˈަ䝽㢢䖜Ѫ iOS7Ⲵ䖳⍵㢢䈳DŽ ᫽֌Ոॆ ਣࡂ䘄എ㙺ཙࡇ㺘 ৼࠫᐖл䀂ᇊսᴰᯠᵚ䈫⎸᚟ ৼࠫ᮷ᆇ⎸᚟ˈḕⴻޘ᮷ 䍴ᯉᶕⓀ˖ѝؑ䇱ࡨ⹄ウ䜘ṩᦞ 36≚ǃ઼䇟ㅹჂփؑ᚟ᮤ⨶ ⑮ᡅѣᗹφᵠᶛ〱ࣞ⑮ᡅ䠃㾷ᒩਦૂ⑖䚉 ൘ᗞؑ 5.0Ⲵ੟ࣘ亥ᱟаⅮĀ伎ᵪབྷᡈāሿ⑨ᠿˈ㺘᰾㞮䇟ሶ〫ࣘ⑨ᠿ֌Ѫᗞؑ 5.0Ⲵ ѫ᧘࣏㜭ˈݵ࠶փ⧠ҶᗞؑሩҾ〫ࣘ⑨ᠿⲴ䟽㿶DŽᗞؑ⑨ᠿѝᗳሩ᧕㞮䇟〫ࣘ⑨ᠿᒣਠˈਟ ԕ㧧ਆᗞؑྭ৻ޣ㌫䬮ˈ䚰䈧ྭ৻а䎧⧙ˈਟ䙊䗷ᗞؑ᭟Ԉ䍝Ҡ䚃ާDŽᖃࡽᗞؑ⑨ᠿᒣਠਚ ᴹєⅮ⑨ᠿ˖㓿ި伎ᵪབྷᡈǃཙཙ⡡⎸䲔DŽᱮ❦ˈ㞮䇟䈅മ᧗ࡦ㠚ѫ⑨ᠿᮠ䟿ˈᴤᐼᵋᢞ╄ ᒣਠ୶Ⲵ䀂㢢ˈ⭡ㅜйᯩᔰਁ㘵ᶕᶕݵᇎᗞؑ⑨ᠿᒣਠDŽ ൘〫ࣘ⑨ᠿᯩ䶒ˈLine ᐢ㓿ᢃ䙐ҶᖸྭⲴᡀ࣏⽪㤳Ṹֻˈ൘ iOS кˈᗞؑ⑨ᠿҏ䟷ਆ Ҷо Line ⴨਼Ⲵᵪࡦˈᗵ享ݸࡠ App Store ਖ㹼л䖭ˈ޽䈳⭘ᗞؑޣ㌫䬮ᡆ QQ ޣ㌫䬮 ⧙⑨ᠿDŽ٬ᗇ⌘᜿Ⲵᱟ ᖃˈࡽⲴєⅮ⑨ᠿ䜭࣐ޕҶᖸᕪⲴ⽮Ӕݳ㍐ нˈӵӵᴹ⭘ᡧ〟࠶ᧂ਽ˈ ᴤᴹ⭘ᡧѻ䰤ӂ⴨䎐䘱ሿ伎ᵪDŽ ഴ 2φᗤؗ⑮ᡅć伔ᵰཝᡎĈ 䍴ᯉᶕⓀ˖ᯠ⎚ᗞঊ ṩᦞ 36≚ǃ઼ 䇟ㅹჂփ⎸᚟ 㞮ˈ䇟㠚ѫ⹄ਁⲴ⽮Ӕ⑨ᠿljཙཙ䞧䐁NJǃlj㢲ཿབྷᐸNJǃljཙ ཙ伎䖖NJǃlj⅒ҀᯇൠѫNJҏሶ䱶㔝᧘ࠪDŽਾ㔝俆ᢩㆮ㓖Ⲵӗ૱lj≤᷌ᗽ㘵NJǃlj⾎ᓉ䘳ӑ 2NJǃ ljMoon WolfNJǃlj⾎冄ѻຄNJǃljἽ⢙བྷᡈܥቨ 2NJҏሶ᧘ࠪDŽ ᢡжᢡφᢉ䙖 O2Oޛਙ ൘ᗞؑ 5.0 ⡸ᵜѝˈᢛаᢛ㻛ᨀॷࡠҶĀਁ⧠ā㨌অѝˈᱟҼ㓗㨌অˈ৫䲔অаⲴĀ␫ ࣐ᴻ৻ā࣏㜭ˈ⭡⽮Ӕ䖜ਈѪ਴⿽୶ъӔ᱃ⲴޕਓDŽᗞؑ 5.0 ⲴĀᢛаᢛā࣏㜭वᤜ˖Ҽ㔤 ѣؗՖ჈ӈ㚊㖇щ从⹊ガ 䈧࣑ᗵ䰵䈫↓᮷ѻਾⲴݽ䍓ᶑⅮ䜘࠶ 3 ⸱ǃᶑᖒ⸱ǃሱ䶒ǃ㺇Ჟǃ㘫䈁DŽᢛаᢛᡀѪ୶૱઼⭘ᡧѻ䰤⋏䙊Ⲵẕằˈ䙊䗷ᢛаᢛˈ⭘ ᡧਟԕ㧧ਆ୶૱䈖㓶ؑ᚟ˈ∄ԧ䍝Ҡㅹˈݵ࠶࡙⭘ᗞؑ㧧ਆ࠶ӛؑ᚟ǃ൘㓯⎸䍩DŽ֌Ѫ O2O ⍱䟿Ⲵޕਓˈ୶ъᜣ䊑オ䰤ᐘབྷDŽ ഴ 3φᢡжᢡࣕ㜳փ㖤਎ौ 䍴ᯉᶕⓀ˖⡡㤳ݯˈѝؑ䇱ࡨ⹄ウ䜘 ᗤؗ᭥Ԏφᶺ䙖ᗤؗ୼ѐौ䰣⧥ ⴞࡽᗞؑ᭟Ԉ᭟ᤱ Web ᢛ⸱᭟ԈǃApp 䐣䖜᭟Ԉ઼ޜՇᑀਧ᭟ԈDŽ൘ਁ⭏ㅜаᇇӔ ᱃ⲴᰦىˈՊ䀖ਁᗞؑ᭟Ԉ࣏㜭⌘޼⍱〻DŽ䴰㾱ປ߉њӪؑ᚟ǃ䬦㹼঑ؑ᚟ǃ䙊䗷⸝ؑ䇔䇱 ᡻ᵪਧ⸱ǃ䇮㖞᭟Ԉᇶ⸱DŽ൘㔁ᇊ䬦㹼঑ѻਾ ᭟ˈԈӵ䴰䗃ޕᗞؑ᭟Ԉᇶ⸱ቡਟԕᆼᡀӔ᱃DŽ ⴞࡽᗞؑ䙊䗷Āᗞؑᆹޘ᭟Ԉāḷ䇶ᶕḷ䇶᭟Ԉᆹޘ䰞仈DŽ ᗞؑ᭟ԈнӵӵᆼழҶᗞؑ୶ъॆⲴ᭟Ԉ⧟㢲ˈᴤѪ䟽㾱ⲴᱟˈሩՇཊ᧘ᒯ઼ᔪ䇮ᗞؑ ޜՇ䍖ਧⲴ୶ᇦⲴ〫ࣘ୶ъॆྐᇊҶส⹰ˈᢃᔰҶањᴤབྷⲴᜣ䊑オ䰤DŽаᰖᗞؑ᭟Ԉ䘋а ↕оĀᢛаᢛā㔃ਸˈሶՊᶴᡀањᆼழⲴᖸ⸝Ⲵ O2O 䰝⧟˖⭘ᡧᢛ᧿୶ᡧᡆ୶૱ -> 㧧 ਆ୶ᡧᡆ୶૱Ⲵ䈖㓶ؑ᚟ –> ሩ∄䍝Ҡ୶૱ -> ᗞؑ᭟ԈDŽ਼ᰦˈᗞؑ᭟ԈҏሶѪՇཊ׍䶐 ᗞؑޜՇ䇒䰵䍖ਧⲴĀ㠚Ⴢփāᑖᶕⴤ᧕Ⲵ᭟Ԉ⑐䚃ˈਟԕᜣ䊑Āᗞؑ᮷ᆖāⲴࡠᶕDŽ ഴ 4φᗤؗ᭥Ԏࣕ㜳⌞߂⍷ぁ 䍴ᯉᶕⓀ˖⡡㤳ݯˈѝؑ䇱ࡨ⹄ウ䜘 ѣؗՖ჈ӈ㚊㖇щ从⹊ガ 䈧࣑ᗵ䰵䈫↓᮷ѻਾⲴݽ䍓ᶑⅮ䜘࠶ 4 〱ࣞӈ㚊㑷㦙࣑ࣟᗤؗ⠼ਇθᔶ੥〇ᢶૂࡑ᯦Ⲻ᯦ᰬԙ 〱ࣞӈ㚊⭞ᡭᤷ㔣໔䮵θѰᗤؗᨆבᓔཝ⭞ᡭะᮦ 〫ࣘӂ㚄㖁⭘ᡧ˄ वਜ਼᡻ᵪԕཆ〫ࣘ䇮༷к㖁 㿴˅⁑൘ 2011ᒤᐢ㓿ࡠ䗮 3.56ӯⲴᛵߥ лˈ2012ᒤӽ❦੸⧠ࠪ⠶ਁᔿⲴ໎䮯ᘱ࣯ˈ⭘ᡧ㿴⁑䗮ࡠ 4.20ӯˈ਼∄໎䮯 74.5%ˈަ໎ 䙏䘌䎵䗷਼ᵏⲴ㖁≁㿴⁑໎䙏DŽаᯩ䶒ᗇ⳺Ҿ〫ࣘ㖁㔌˄ྲWIFI˅઼ 3G㖁㔌Ⲵਁኅˈԕ৺ Ც㜭㓸ㄟԧṬ৺⍱䟿䍴䍩л䱽ㅹཆ䜘ഐ㍐˗ਖаᯩ䶒ˈ⭘ᡧ֯⭘〫ࣘ㓸ㄟ㶽ޕ〫ࣘӂ㚄㖁Ⲵ ֯⭘Ґᜟˈᱟ׳䘋⭘ᡧ㿴⁑ᘛ䙏ਁኅⲴ޵൘᧘ࣘ࣋DŽྲ᷌ӵⴻ᡻ᵪк㖁⭘ᡧᮠ䟿ˈ᡻ᵪᐢᡀ Ѫᡁഭ㖁≁Ⲵㅜаབྷк㖁㓸ㄟDŽ ᗞؑ㠚᧘ࠪԕᶕˈ⭘ᡧ㿴⁑нᯝкॷˈⴞࡽ⌘޼⭘ᡧ᧕䘁 5ӯDŽ൘ PCᰦԓ QQᓎབྷⲴ ⭘ᡧ㗔สᮠᱟᗞؑࡍᵏ⭘ᡧⲴ䟽㾱ᶕⓀˈ㘼䲿⵰ᗞؑⲴਁኅˈᴤཊⲴ〫ࣘӂ㚄㖁⭘ᡧⴤ᧕ᡀ Ѫᗞؑ⭘ᡧˈᡁᡁԜ䇔Ѫˈᵚᶕ〫ࣘӂ㚄㖁⭘ᡧ㿴⁑䘈ሶᤱ㔝ᘛ䙏໎䮯ˈᓎབྷⲴ⭘ᡧสᮠሶᡀ Ѫᗞؑ▌൘⭘ᡧ㗔փˈᵚᶕ⭊㠣ᴹᵋ䎵䎺 PCㄟⲴ QQ⭘ᡧ㿴⁑DŽ ഴ 5φᢁᵰ㖇≇㿺⁗਀൞᮪։㖇≇⑍䙅⦽δঋփφнӰε 䍴ᯉᶕⓀ˖CNNICˈѝؑ䇱ࡨ⹄ウ䜘 ഴ 6φ2011ᒪ-2012ᒪᢁᵰ㖇≇㖇㔒ᓊ⭞᛻߫ 䍴ᯉᶕⓀ˖CNNICˈѝؑ䇱ࡨ⹄ウ䜘 〱ࣞ⑮ᡅȽ〱ࣞ䍣⢟ૂ〱ࣞ㩛䬶ሼᡆѰѱ⍷ᓊ⭞ ⭡Ҿ〫ࣘ䴰≲བྷ⠶ਁˈѝഭ〫ࣘӂ㚄㖁᭦ޕ㿴⁑ 2012ᒤ䗮ࡠ 550ӯݳ˄वਜ਼Ր㔏໎٬ ъ࣑˅ˈ ਼∄໎䮯 40%ˈަѝঅ㓟〫ࣘ໎٬ъ࣑ঐ∄䱽վDŽ᤹➗ᆓᓖᮠᦞ 2ˈ013ᒤаᆓᓖ〫 5040 11760 23344 30274 35558 41997 24.00% 39.50% 60.80% 66.20% 69.30% 74.50% 0% 20% 40% 60% 80% 0 10000 20000 30000 40000 50000 2007 2008 2009 2010 2011 2012 ѝഭ᡻ᵪ㖁≁㿴⁑ ᡻ᵪ㖁≁ঐᮤփ㖁≁Ⲵ∄ֻ 83.9% 69.4% 50.9% 48.2% 43.3% 42.0% 33.2% 32.0% 29.1% 13.2% 13.2% 12.9% 5.9% 4.6% 0% 20% 40% 60% 80% 100% 2011 2012 ᡻ ᵪ ণ ᰦ 䙊 䇟 ᡻ ᵪ ᩌ ㍒ ᡻ ᵪ 㖁 㔌 丣 Ҁ ᡻ ᵪ ᗞ ঊ ᡻ ᵪ 㖁 㔌 ᮷ ᆖ ᡻ ᵪ ⽮ Ӕ 㖁 ㄉ ᡻ ᵪ 㖁 㔌 ⑨ ᠿ ᡻ ᵪ 㖁 㔌 㿶 仁 ᡻ ᵪ 䛞 Ԧ ᡻ ᵪ 㖁 к 䍝 ⢙ ᡻ ᵪ ൘ 㓯 ᭟ Ԉ ᡻ ᵪ 㖁 к 䬦 㹼 ᡻ ᵪ ᯵ 㹼 亴 ᇊ ᡻ ᵪ ഒ 䍝 ѣؗՖ჈ӈ㚊㖇щ从⹊ガ 䈧࣑ᗵ䰵䈫↓᮷ѻਾⲴݽ䍓ᶑⅮ䜘࠶ 5 ࣘ䍝⢙ঐ∄ᐢ㓿䎵䗷 33%ˈᡀѪᴰѫ㾱໎䮯ࣘ࣋DŽ↔ཆˈ〫ࣘ⑨ᠿǃ〫ࣘ㩕䬰ҏ؍ᤱԭ仍Ⲵ ᘛ䙏ᨀॷDŽ ഴ 7φ〱ࣞӈ㚊㖇ᐸ൰㿺⁗δঋփφӵݹ/%ε 䍴ᯉᶕⓀ˖㢮⪎૘䈒ˈѝؑ䇱ࡨ⹄ウ䜘ᮤ⨶ ഴ 8φ〱ࣞӈ㚊㖇ᆙᓜᐸ൰㿺⁗খ∊δঋփφ%ε 䍴ᯉᶕⓀ˖㢮⪎૘䈒ˈѝؑ䇱ࡨ⹄ウ䜘 สҾ↔⿽ᐲ൪⧟ຳˈࠐབྷѫ㾱ӂ㚄㖁ޜਨ䜭ᐢᔰ࿻Ҷ㠚ᐡⲴ〫ࣘӂ㚄㖁ᐳተˈྲᯠ⎚׍ 䶐ᗞঊǃཷ㱾׍䶐᡻ᵪࣙ᡻ㅹDŽ㘼൘䘉а亶ฏˈ㞮䇟ޜਨ৺ަᗞؑӗ૱ᐢ㓿ਆᗇҶਟ㿱Ⲵ亶 ݸDŽሩҾ〫ࣘӂ㚄㖁Ⲵҹཪˈањ䟽㾱ⲴⴞḷᱟᡀѪ〫ࣘӂ㚄㖁Ⲵ᧕ޕ⛩ᡆӻޕᒣਠDŽ ሩҾ㞮䇟ᶕ䈤ˈᗞؑቡᱟަ䘋ߋ〫ࣘӂ㚄㖁Ⲵབྷᵜ㩕ˈо PCㄟⲴ QQ⴨ሩᓄDŽަᇎ䲔 ᗞؑѻཆˈ㞮䇟䘈ᴹަԆⲴ〫ࣘӂ㚄㖁ӗ૱ˈྲㅜйᯩᓄ⭘ǃ᡻ᵪ㇑ᇦǃޘ䍴᭦䍝ࡧᵪ㋮⚥ ㅹDŽնᗞؑ֌Ѫањޘ䶒ਁኅⲴ୶ъॆᒣਠˈަൠսо QQሩҾ PCㄟⲴ䟽㾱ᙗ⴨਼ˈণ㞮 䇟ᡰᴹ〫ࣘӂ㚄㖁ӗ૱ⲴĀṩสāоĀབྷᵜ㩕āDŽ 〱ࣞ⑮ᡅޞᒪ໔䮵䎻䗽 100%θᗤؗ⑮ᡅᒩਦ࠼ӡ㓘࡟ ѝഭ᡻ᵪ⑨ᠿᐲ൪ 2012 ᒤޘᒤ㩕᭦㿴⁑䗮ࡠ 54 ӯݳˈަѝഋᆓᓖᐲ൪㿴⁑ 16.77 ӯ ݳˈ਼∄໎䮯 52%DŽ൘ӗъ䬮䘈ᵚᆼޘᡀ⟏Ⲵ䱦⇥ˈ⭥ؑ䘀㩕୶֌ѪᴰབྷⲴ⑐䚃ˈ᢯ᣵҶษ 㛢⎸䍩㘵ԕ৺л䖭ǃ᭟ԈⲴ䟽㾱࣏㜭ˈԈ䍩л䖭ᱟѫ㾱୶ъ⁑ᔿDŽ䲿⵰㖁㔌ᇭᑖॆ઼᡻ᵪᲪ 㜭ॆˈݽ䍩л䖭㔃ਸ䚃ާ᭦䍩ᡆ㘵ᒯ੺⁑ᔿሶᔰ࿻䗵⥋ਁኅDŽᡁԜࡔᯝˈᵚᶕ䲿⵰㖁⑨୶ъ ⁑ᔿ઼Ც㜭ᵪⲴ㔃ਸˈՊᑖࣘᮤփᐲ൪㿴⁑൘ 2013ᒤᇎ⧠䎵䗷 40%Ⲵ໎䮯ˈަѝᲪ㜭ᵪ⑨ ᠿ 2013ᒤᴹᵋ䎵䗷 100%໎䮯DŽ 62.5 96.6 148.8 202.5 393 549.7 55% 54% 36% 94% 39.90% 0% 20% 40% 60% 80% 100% 0 100 200 300 400 500 600 2007 2008 2009 2010 2011 2012 ᐲ൪㿴⁑ ໎䮯⦷ 62.6% 61.6% 60.2% 59.7% 56.5% 50.8% 45.6% 42.0% 38.9% 7.2% 8.7% 10.4% 12.5% 17.4% 24.2% 29.9% 32.1% 33.7% 21.2% 20.5% 19.2% 17.1% 14.8% 13.2% 12.2% 12.0% 11.9% 7.3% 7.4% 8.3% 8.8% 9.4% 9.9% 10.3% 11.6% 14.1% 0% 20% 40% 60% 80% 100% 11Q1 11Q2 11Q3 11Q4 12Q1 12Q2 12Q3 12Q4 13Q1 〫ࣘ໎٬ 〫ࣘ䍝⢙ 〫ࣘ⑨ᠿ 〫ࣘ㩕䬰 〫ࣘᩌ㍒ ѣؗՖ჈ӈ㚊㖇щ从⹊ガ 䈧࣑ᗵ䰵䈫↓᮷ѻਾⲴݽ䍓ᶑⅮ䜘࠶ 6 ഴ 9φ2011Q1-2012Q4ᒪѣളᢁᵰ⑮ᡅᐸ൰㿺⁗δঋփφⲴнݹ/%ε 䍴ᯉᶕⓀ˖᱃㿲ഭ䱵ˈѝؑ䇱ࡨ⹄ウ䜘ᮤ⨶ ഴ 10φ2012Q1-2013Q1ѣള〱ࣞ⑮ᡅᐸ൰㿺⁗δঋփφӵݹ/%ε 䍴ᯉᶕⓀ˖㢮⪎૘䈒ˈѝؑ䇱ࡨ⹄ウ䜘 ᗤؗᱥ㞴䇥〱ࣞӈ㚊㖇ᐹቶⲺޛਙ ᗤؗ⺤㄁〱ࣞӈ㚊᯦⭕⍱ᯯᕅθ⡾ᵢᴪ᯦䗻䙕䎻䏀 ᗞؑ 1.0⡸ᵜᴰᰙо 2010ᒤ 11ᴸ 20ᰕ䎧↕ˈᖸབྷ〻ᓖкᱟਇࡠҶԕ KiKѪԓ㺘〫ࣘ IM 䖟ԦⲴ੟⽪ˈ㞮䇟㘳㲁ᔰਁаⅮ〫ࣘ䙊䇟ᐕާԕᇎ⧠สҾ〫ࣘӂ㚄㖁ݽ䍩䙊䇟DŽӾ・亩 ࡠӗ૱к㓯শᰦ 2њᴸˈնᗞؑ 1.0Ⲵݽ䍩⁑ᔿ൘ѝഭᒦнਇ⅒䗾ˈঅ㓟Ⲵԕⴱ⸝ؑ䍩Ѫআ ⛩Ⲵ㊫ KiKӗ૱⋑ᴹᗇࡠབྷՇ⭘ᡧⲴ䇔਼DŽ 㘳㲁ࡠ〫ࣘӂ㚄㖁ᰦԓሩҾമ⡷Ⲵ䴰≲ˈᗞؑ 1.2Ⲵѫփ࣏㜭ਈᡀҶമ⡷࠶ӛˈնᱟᐲ ൪৽ᓄ׍❦ߧ␑ˈᰐ⌅ᶴᡀᴹ᭸䴰≲DŽᗞؑ䗵䙏᧘ࠪҶ 2.0 ⡸ᵜˈ䟽⛩ᔰਁ䈝丣䙊䇟ᐕާˈ ᯩׯ⭘ᡧ൘᡻ᵪк䗃ޕ޵ᇩⲴׯ࡙ᙗDŽᗞؑ 3.0ᱟ䟽㾱䖜ᣈ⛩ˈࡍ↕᰾⺞Ҷӗ૱ᯩੁˈ׍ᢈ ⭘ᡧส⹰ˈ֯⭘ QQ䛞㇡઼㞮䇟㠚䓛䍴Ⓚ䘋㹼᧘ᒯˈ⭘ᡧケ⹤ 2000зӪབྷޣˈӗ૱ᰕᯠ໎ ⭘ᡧԕᮠॱз䟿㓗໎䮯ˈ⺞・ሩㄎҹሩ᡻Ⲵ㔍ሩՈ࣯DŽ ᗞؑ 4.0⡸ᵜᔰ࿻࣐ޕ⽮Ӕ࣏㜭ˈᔪ・᡻ᵪкⲴ⟏Ӫ⽮Ӕസˈᔰ᭮ API᧕ਓᢃ䙐〫ࣘ⽮ Ӕᒣਠˈ㖁㔌⽮४࣏㜭ᔰ࿻փ⧠ˈᗞؑ⺞・Ҷ〫ࣘӂ㚄㖁ᰦԓ⭏⍫ᯩᔿⲴӗ૱ൠսDŽᵚᶕа ㌫ࡇᯠ࣏㜭Ⲵ╄䘋ˈ䜭ሶത㔅䘉аṨᗳԧ٬䘋㹼DŽ 904.1 939.8 1017.2 1099.2 1209.2 1200.3 1342.1 1676.7 -10% 0% 10% 20% 30% 40% 50% 60% 0 500 1000 1500 2000 11Q1 11Q2 11Q3 11Q4 12Q1 12Q2 12Q3 12Q4 ᐲ൪㿴⁑ ⧟∄໎䮯⦷ ਼∄໎䮯⦷ 17.3 18.7 20.4 22.2 24.3 3.4 4.2 5.4 6.5 7.9 0% 5% 10% 15% 20% 25% 30% 0 5 10 15 20 25 30 2012Q1 2012Q2 2012Q3 2012Q4 2013Q1E 〫ࣘ⑨ᠿᐲ൪㿴⁑ Ც㜭ᵪ⑨ᠿᐲ൪㿴⁑ 〫ࣘ⑨ᠿᐲ൪㿴⁑⧟∄໎䮯⦷ Ც㜭ᵪ⑨ᠿᐲ൪㿴⁑⧟∄໎䮯⦷ ѣؗՖ჈ӈ㚊㖇щ从⹊ガ 䈧࣑ᗵ䰵䈫↓᮷ѻਾⲴݽ䍓ᶑⅮ䜘࠶ 7 ഴ 11φᗤؗ⡾ᵢ়ᰬ⋵䶟ഴ 䍴ᯉᶕⓀ˖㞮䇟㖁ˈѝؑ䇱ࡨ⹄ウ䜘ᮤ⨶ ഴ 12φᗤؗ 3.0⡾ᵢ 䍴ᯉᶕⓀ˖ᗞؑˈѝؑ䇱ࡨ⹄ウ䜘 ഴ 13φᗤؗ 4.2⡾ᵢ 䍴ᯉᶕⓀ˖ᗞؑˈѝؑ䇱ࡨ⹄ウ䜘 ഴ 14φᗤؗ 4.3⡾ᵢ 䍴ᯉᶕⓀ˖ᗞؑˈѝؑ䇱ࡨ⹄ウ䜘 ഴ 15φᗤؗ 5.0⡾ᵢ 䍴ᯉᶕⓀ˖ᗞؑˈѝؑ䇱ࡨ⹄ウ䜘 ᗤؗ⭞ᡭ㿺⁗ᘡ䙕ᢟᕖθ⑍䙅ᒪ䖱㗚։ 2011 ᒤ 12 ᴸ 10 ᰕˈᗞؑᙫ⭘ᡧᮠ䗮ࡠ 5000 зˈަѝᴹ 2000 з⍫䏳⭘ᡧ˗Ӿ䴦ࡠ аӯਚ⭘Ҷ 433 ཙ˗2012 ᒤ 8 ᴸˈᗞؑⲴ⌘޼⭘ᡧ䎵䗷 1.2 ӯ˗ 9 ᴸԭ傜ॆ㞮ޜᔰᇓᐳ ⌘޼⭘ᡧケ⹤ 2ӯ˗2013ᒤ 1ᴸԭˈᗞؑഒ䱏ᇓᐳ⌘޼⭘ᡧ䎵䗷йӯDŽⴞࡽᗞؑ⭘ᡧ㿴⁑ ᧕䘁ӄӯˈᡀѪ〫ࣘӂ㚄㖁亶ฏ嗉ཤൠսⲴӔӂᒣਠDŽ ѣؗՖ჈ӈ㚊㖇щ从⹊ガ 䈧࣑ᗵ䰵䈫↓᮷ѻਾⲴݽ䍓ᶑⅮ䜘࠶ 8 ഴ 16φᗤؗ⭞ᡭᮦ䠅рॽ䙕ᓜ 䍴ᯉᶕⓀ˖㞮䇟ᇈᯩᗞঊˈѝؑ䇱ࡨ⹄ウ䜘ᮤ⨶ ӾᗞؑⲴ⭘ᡧؑ᚟ᶕⴻˈᗞؑ⧠ᴹ⭘ᡧѫփާᴹ勌᰾Ⲵᒤ䖫ॆ⢩ᖱˈфԕ⭧ᙗትཊDŽާ փᶕⴻӾ㙼ъ࠶ᐳབྷᆖ⭏ঐ∄䗮ࡠ 64.51%ˈ⭧ᙗঐ∄ 63%ˈ20-30኱ᒤ喴⇥ঐ∄ 74%DŽਟ ԕⴻࡠ⭘ᡧ⢩ᖱо〫ࣘӂ㚄㖁Ⲵ⢩ᖱ⴨੫ਸ ᡁˈԜ䇔Ѫ 䲿ˈ⵰〫ࣘㄟӂ㚄㖁ਁኅⲴ䙀⑀ᡀ⟏ˈ ⭘ᡧ⢩ᖱሶᴹ੸⧠䙀⑀൷㺑ᯩੁ╄ਈⲴ䎻࣯DŽ ഴ 17φᗤؗ⭞ᡭ㚂ѐ࠼ᐹ 䍴ᯉᶕⓀ˖㞮䇟ᇈᯩᗞঊˈѝؑ䇱ࡨ⹄ウ䜘ᮤ⨶ ഴ 18φᗤؗ⭞ᡭᙝࡡ∊ׁ 䍴ᯉᶕⓀ˖㞮䇟ᇈᯩᗞঊˈѝؑ䇱ࡨ⹄ウ䜘 ഴ 19φᗤؗ⭞ᡭᒪ喺∊ׁ 䍴ᯉᶕⓀ˖㞮䇟ᇈᯩᗞঊˈѝؑ䇱ࡨ⹄ウ䜘 0 1 2 3 5 0 1 2 3 4 5 6 2011.1.21 2012.3 2012.9 2013.1 2013.8 ⌘޼⭘ᡧ˄ӯ˅ 0.85% 1.00% 1.17% 1.29% 1.64% 1.94% 11.49% 16.12% 64.51%ᗞؑ⭘ᡧ㙼ъ࠶ᐳ 63% 37% ⭧ ྣ 16% 74% 8% 2% 0-20኱ 20-30኱ 30-40኱ 40኱ԕк ѣؗՖ჈ӈ㚊㖇щ从⹊ガ 䈧࣑ᗵ䰵䈫↓᮷ѻਾⲴݽ䍓ᶑⅮ䜘࠶ 9 ㄔҿṲቶφ㺂ѐㄔҿѣ༺ӄ㔓ሯՎࣵθ޻䜞ㄔҿѣ䙆↛≽䳼䍺Ⓠ 㺂ѐㄔҿφ他㾼㺂ѐ⑮ᡅ㿺ࡏθ〱ࣞ嗏ཪ൦փᐟര ᗞؑ֌Ѫѫ㾱・䏣Ҿ᡻ᵪᇒᡧㄟⲴӔӂᒣਠˈᱟⴞࡽᴰᴹᐼᵋᡀѪ〫ࣘ㖁㔌Āབྷᒣਠā ⲴаⅮ䖟Ԧˈަ 䮯ᵏᐲ൪㿴⁑ሶਆԓ᡻ᵪ QQ ᡀˈѪ㞮䇟൘〫ࣘӂ㚄㖁亶ฏⲴѫ㾱Āᡈ൪āDŽ ṩᦞᵪ䬻ᐲ൪ᐳ 2012ᒤ Q2䘀㩕ᮠᦞᱮ⽪ˈ ൘ Top20ᓄ⭘л䖭ᧂ㹼ѝˈᗞؑ 4.0˄ਜ਼ᗞؑ 3.0˅൘Ҽᆓᓖл䖭䟿䎵䗷 300зˈਆԓ᡻ᵪ QQսࡇㅜаˈਾ㘵ࡉ䱽㠣 14਽DŽ䘉ᱟᵪ䬻ᐲ ൪Ⲵл䖭ᮠᦞѝˈᗞؑ俆⅑ᡀѪл䖭䟿ᧂ㹼ㅜаDŽ൘ᆹঃ᡻ᵪㄟⲴ⭘ᡧ໎䮯ѝˈᗞؑᐢ㓿ᡀ ѪҶᡰᴹ਼㊫䖟Ԧˈѳ㠣ᡰᴹᓄ⭘䖟ԦѝⲴㅜаսDŽ ᗞؑ 5.0Ⲵ᧘ࠪˈሩҾ〫ࣘӂ㚄⴨ޣᓄ⭘ާᴹ䖳བྷⲴᖡ૽ˈवᤜԕлࠐњᯩ䶒˖ ˄1˅� ሩҾԕণᰦ䙊䇟Ѫสᵜ࣏㜭Ⲵᓄ⭘ˈवᤜ㊣㙺ǃ伎㙺ㅹˈᗞؑ⭘ᡧ㿴⁑Ⲵн ᯝᨀॷ઼哿ᙗⲴᨀ儈ˈሶ䘋а↕ᥔ঻ㄎҹሩ᡻Ⲵオ䰤˗ ˄2˅� ሩҾԕ⑨ᠿᒣਠѪสᵜ࣏㜭Ⲵᓄ⭘ˈवᤜ 91᡻ᵪࣙ᡻ǃUCㅹˈ⭡Ҿᗞؑ⑨ ᠿѝᗳ඀ᤕ 5 ӯ⭘ᡧˈሶਟ㜭ᡀѪᴰާㄎҹ࣋Ⲵ〫ࣘ⑨ᠿᒣਠˈṩᦞ 8 ᴸ 5 ᰕᮠᦞˈᗞؑ⑨ᠿѝᗳঅⅮ⑨ᠿঅᰕл䖭䟿䎵䗷Ⲯз˗ ˄3˅� ᗞؑ᭟ԈⲴ᧘ࠪˈሶ֯ᗇᗞؑ⭏ᘱ䬮ᖒᡀ䰝⧟ˈᵚᶕสҾᗞؑⲴ⭥୶઼ O2O ሶ㔗㔝ᤃኅ〫ࣘ䍝⢙ᐲ൪Ⲵᒯ䱄オ䰤DŽ 㺞 2φᗤؗфᐸ൰ѣ䜞࠼ੂ㊱ශӝ૷Ⲻ∊䖹 ᭥ᤷԄ䙐䇥ᖋ ሲޛ 㚊㌱Ӱ㖇㔒਀ ᶛⓆ ⲱ䱼䍜ਭ ᢁᵰਭ⸷ ѠӰؗᚥᱴ⽰ ᗞؑ 㠚ࣘᕅޕᐢ㓿⌘޼ QQ QQྭ৻ޣ㌫ᡆ䱴䘁ⲴӪˈ 䙊䇟ᖅ QQ䍖ਧˈ᡻ᵪਧˈid 㠚ࣘᕅޕ䙊䇟ᖅ 㠚ᇊѹᱥ〠઼ཤۿ WhatsApp 㠚ࣘሬޕᐢ㓿⌘޼ Ӿ䙊䇟ᖅሬޕ ᡻ᵪਧ⸱ ⸝ؑ⺞䇔 ⭡ሩᯩ䙊䇟ᖅߣᇊ ㊣㙺 ਚ᭟ᤱ䙊䇟ᖅ䚰䈧 ㊣㙺ਧ 䛞Ԧ傼䇱㠚ࣘ␫࣐ ㊣㙺ਧ ṩᦞ᡻ᵪਧ㠚ࣘ⭏ᡀ ᕪࡦ㔁ᇊ᡻ᵪਧˈᰐ ⺞䇔 㠚ᇊѹᱮ⽪ Kiki ᭟ᤱ Ӿ䙊䇟ᖅᕅޕ ᡻ᵪਧ+ᇶ⸱ˈ㔁ᇊⴋ བྷ䙊㹼䇱 㠚ࣘ㧧ਆᡆ⸝ؑ⺞ 䇔 㠚ᇊѹ਽ᆇ 㠚ᇊѹཤۿ њᙗㆮ਽ KIK ᡻ࣘ⺞䇔ሬޕᐢ⌘޼ Ӿ䙊䇟ᖅᕅޕ 㠚ѫ␫࣐ ID ⤜・ ID ᡻ˈᵪਧ⸱䇔䇱 䗃ޕਧ⸱ᡆ⸝ؑ傼 䇱 㠚ᇊѹ਽ᆇ ਚݱ䇨᣽ᩴ Highnote 䙊䇟ᖅᵜ䓛 䙊䇟ᖅᵜ䓛 ᡻ᵪਧ 㠚ࣘ㔁ᇊᰐ䴰⺞䇔 ⭡ሩᯩߣᇊ VIMI 㠚ࣘሬޕᐢ㓿⌘޼ ⭡䙊䇟ᖅᕅޕ ᡻ᵪਧ 䗃ޕਧ⸱ᡆ⸝ؑ傼 䇱 㠚ᇊѹ਽ᆇ 䍴ᯉᶕⓀ˖㞮䇟ᇈᯩᗞঊǃ㊣㙺ㅹˈѝؑ䇱ࡨ⹄ウ䜘 ഴ 20φ2013ᒪ 1ᴾпⅴ〱ࣞӈ㚊䖥Ԭ⭞ᡭ㿺⁗δнӰε 䍴ᯉᶕⓀ˖ᒯ⭥ᙫተˈѝؑ䇱ࡨ⹄ウ䜘 0 5000 10000 15000 20000 25000 30000 35000 ᗞؑ 䱼䱼 ㊣㙺 ѣؗՖ჈ӈ㚊㖇щ从⹊ガ 䈧࣑ᗵ䰵䈫↓᮷ѻਾⲴݽ䍓ᶑⅮ䜘࠶ 10 ᒩਦㄔҿφ൞фᗤঐㄔҿѣ䙆↛䎻䏀θ᱄⺤ᇐփՎࣵ࠮ᱴ ⴞࡽъ޵ᴰ㓿ᑨ㻛᤯ᶕоᗞؑ䘋㹼ሩ∄Ⲵӗ૱ ᱟˈ൘ᗞؑѻࡽᇎ⧠ҶӅ௧ᔿ໎䮯Ⲵᗞঊˈ Ҽ㘵䜭ާᴹѠᇼⲴ୶ъ⁑ᔿᔰਁオ䰤઼୶ъᓄ⭘▌࣋DŽӵቡⴞࡽᶕ䈤ˈᗞؑᓄ⭘ӗ૱䙀↕Ѡ ᇼˈ㘼фᗞؑ֌Ѫ〫ࣘӂ㚄㖁ӗ૱ˈަ൘〫ࣘӂ㚄ᡀѪབྷ䎻࣯лަՈ࣯䙀↕ࠨᱮˈᴤާᴹਁ ኅオ䰤DŽ 俆ݸˈᗞؑᱟаⅮ㙺ཙᐕާ䖟Ԧˈަ䈝丣㙺ཙ઼ণᰦؑ᚟㙺ཙⲴ㜭࣋֯ᗇަо᡻ᵪⲴ࣏ 㜭ᇎ⧠ᆼ㖾३䝽DŽһᇎкˈ䲿⵰〫ࣘ䙊䇟ᐕާⲴᘛ䙏Პ৺ˈ᡻ᵪ⸝ؑⲴ֯⭘䟿↓༴Ҿᘛ䙏л ━ѝDŽ൘ؑ᚟࠶ӛǃՐ䙂оࡦ֌Ⲵᯩ䶒ˈᗞؑਟԕੁᗞঊ䘋㹼ᆖҐо⁑ԯˈ∄ྲᗞؑ⧠൘ࠪ ⧠Ⲵབྷ䟿ޜޡ亥䶒ቡᤕᴹҶоᗞঊ⴨լⲴമ᮷ࡦ֌о࠶ӛ࣏㜭˗㘼⴨৽Ⲵˈ൘ণᰦ䙊䇟઼ሩ ᡻ᵪ৏ᴹӔ⍱⁑ᔿⲴᴯԓᙗкˈᗞঊᰐ⌅ሩᗞؑ䘋㹼⁑ԯDŽ㘼൘⽮४ॆ࣏㜭кˈ⭡Ҿᴹ QQ Ⲵࡽᵏ᭟ᤱˈᗞؑሩҾ㓯л⽮Ӕ㖁㔌Ⲵ㶽ਸ㜭࣋ᒦнᕡҾᗞঊDŽ ਖཆˈ൘୶ъᓄ⭘㜭࣋кˈᗞؑⲴᴰᕪབྷ⢩⛩ቡᱟ㩕䬰ؑ᚟Ⲵᇊ⛩᧘䘱઼ᇒᡧؑ᚟Ⲵ㋮ ߶ᇊսDŽᡆ㘵ᡁԜਟԕ䈤ˈᗞؑⲴਁኅ֯ᗇ㋮߶Ⲵᇊսᔿ㩕䬰ᡀѪҶਟ㜭DŽᗞؑਟԕੁާᴹ 䘲ᓄ⢩ᙗⲴ⴨ޣ⭘ᡧ䘋㹼ѫࣘ㚄㌫о䍖ᡧ␫࣐ˈᒦੁ䘉㊫⭘ᡧ䘋㹼߶⺞Ⲵؑ᚟Ր䘱ˈ䘉а⛩ ᱟᗞঊᡰڊнࡠⲴDŽ䘉ҏᱟᗞؑ൘ᵚᶕⲴ୶ъ㩕䬰ㄎҹѝݸ䘋ҾަԆᒣਠⲴањѫ㾱Ո࣯DŽ 㺞 3φᗤؗૂᗤঐᓊ⭞ᖘᕅሯ∊ ૷⢂᧞ᒵ ᗤؗφ৕ࡑ޻ᇯ+᧞䘷 ⁗ᕅ ᗤঐφ儎䍞䠅޻ᇯࡑ䙖+ީ䭤ᝅ㿷亼㻌Ֆ᫣ ӂࣘ㩕䬰 ⴨ሩㆰঅⲴᖒᔿˈⴞࡽ䘈ᴹᖵᔰਁ ᖒᔿཊṧˈӽ❦ᴹᔰਁオ䰤 ᇒᡧᴽ࣑ 㠚ࣘഎ༽࣏㜭ˈབྷ㤳ത֯⭘Ⲵ䈍ӽ❦ᴹӪ࣋ᡀ ᵜ䲀ࡦ 䙊䗷 AP઼ㅜйᯩᐕާᶕᨀ儈ᇒᴽ᭸⦷ 䬰୞᧘ᒯ 䘲ਸ䪸ሩᴹ᰾⺞ᇊսⲴਇՇ䘋㹼㋮߶ᐲ൪㩕䬰 ӗ૱᧘ᒯᯩ䶒Ⲵᕪ࣢ᇓՐ࣋ ডᵪⴁ᧗઼ޜޣ 䳮ԕỰ⍻ডᵪˈնㆰ⌱Ⲵ᫽֌䐟ᖴ൘䀓ߣ䰞仈 кᖸᴹ᭸⦷ 䙊䗷ㅜйᯩ䖟Ԧⴁ᧗ডᵪˈ࡙⭘Աъᗞঊ䀓 ߣ䰞仈 ⎸䍩㘵оӗ૱⹄ウ ൘⭘ᡧ઼ⴞḷ᭟ᤱ㘵Ⲵ᜿㿱᭦䳶кᖸᴹՈ࣯ˈ ਟԕᡀѪᖸՈ⿰Ⲵᮠᦞᓃ઼ؑ᚟᭦䳶ᒣਠ 䙊䗷⽮Ӕᮠᦞ䟷䳶઼࠶᷀ˈ䬰୞㘵ਟԕ䙊䗷 ᗞঊ✝䰘䈍仈㧧ᗇᴹԧ٬Ⲵ᜿㿱 䍴ᯉᶕⓀ˖ѝؑ䇱ࡨ⹄ウ䜘ᮤ⨶ ޻䜞ㄔҿφ≽㚐޻䜞䍺ⓆθᡆѰ㞴䇥〱ࣞӈ㚊ᵶᢁ㓝ᓊ⭞ ᗞؑⲴਖањㄎҹሩ᡻ަᇎቡᱟ㞮䇟Ⲵ᡻ᵪ QQ ᵜ䓛DŽ䲿⵰ᗞؑⲴᡀ䮯ˈ2011ˉ2012 ᒤˈᗞؑⲴᡀ䮯դ䲿⵰㞮䇟ަԆӗ૱൘〫ࣘㄟ֯⭘Ⲵ߿ቁˈަѝˈ᡻ᵪ QQⲴ֯⭘⦷᰾ᱮл ━ˈ㘼᡻ᵪ㞮䇟㖁Ⲵ֯⭘ҏࠪ⧠ⲴаᇊⲴл━DŽ 㺞 4φᢁᵰ QQфᗤؗњᒪԳ仓ሯ∊ 2011 2012 ᡻ᵪ QQ 91.20% 84.92% ᗞؑ 9.56% 44.32% 䍴ᯉᶕⓀ˖ㅜа䊑䲀᡻ᵪӪ䈳ḕ˄ṧᵜ䟿˖5241ˈ2011ᒤ˗5000ˈ2012ᒤ˅ˈ ѝؑ䇱ࡨ⹄ウ䜘 㺞 5φᢁᵰ䰞ᡭ㖇ㄏ⭞ᡭ∊ׁњᒪ਎ौ 2011 2012 ᡻ᵪ㞮䇟 64.30% 44.82% ᡻ᵪᯠ⎚ 28.03% 32.74% 3G䰘ᡧ 25.43% 29.20% ᡻ᵪ㖁᱃ 13.38% 15.00% ᡻ᵪᩌ⤀ 9.52% 13.02% ᡻ᵪࠔࠠ㖁 6.70% 11.18% 䍴ᯉᶕⓀ˖ㅜа䊑䲀᡻ᵪӪ䈳ḕ˄ṧᵜ䟿˖5241ˈ2011ᒤ˗5000ˈ2012ᒤ˅ˈ ѝؑ䇱ࡨ⹄ウ䜘 ޽ԕ㞮䇟ᰇлഋⅮӗ૱Ѫֻ 2ˈ011ˉ2012ᒤ 㞮ˈ䇟ⲴഋਟⅮѫ㾱ӗ૱ѝ˄ ᵚࡇޕ QQ˅ Ⲵ֯⭘⦷ㆰঅ⴨࣐ѻ઼кॷҶ䘁 40%ˈն߰⭘ᡧ∄ֻᇎ䱵ᱟкॷҶ 7%ᐖਣDŽ䘉䈤᰾ᗞؑо ѣؗՖ჈ӈ㚊㖇щ从⹊ガ 䈧࣑ᗵ䰵䈫↓᮷ѻਾⲴݽ䍓ᶑⅮ䜘࠶ 11 㞮䇟ⲴަԆӗ૱ѻ䰤ࠪ⧠ҶаᇊⲴӗ૱䟽ਐо⭘ᡧⲴᯠ㘱䘝ԓDŽն䘉ᒦ䶎䈤᰾ᗞؑሶডᇣ㞮 䇟Ⲵ࡙⳺DŽһᇎкˈ䲿⵰᡻ᵪㄟ〫ࣘӂ㚄㖁Ⲵਁኅˈᯠර䖟Ԧоᰒᴹӗ૱ѻ䰤ⲴᴤᴯࠐѾᱟ ᗵ❦ਁ⭏ⲴDŽ㘼ᗞؑⲴ᧘ࠪᇎ䱵кᱟо䘉Ӌᗞؑᰒᴹӗ૱Ⲵа⿽㢟ᙗㄎҹˈҏᱟ⭘ᡧⲴ޵䜘 ⮿䙊DŽ 㺞 6φᢁᵰ䰞ᡭ㖇ㄏ⭞ᡭ∊ׁњᒪ਎ौ 2011 2012 ᡻ᵪ㞮䇟 64.30% 47.40% 㞮䇟ᗞঊ 29.84% 44.82% 㞮䇟ᴻ৻ 25.43% 29.20% ᗞؑ 13.38% 15.00% ഋ⿽ӗ૱ਸ䇑⭘ᡧ∋∄ֻ 115.53% 153.48% ഋ⿽ӗ૱ਸ䇑⭘ᡧ߰∄ֻ 73.92% 80.96% 䍴ᯉᶕⓀ˖ㅜа䊑䲀᡻ᵪӪ䈳ḕ˄ṧᵜ䟿˖5241ˈ2011ᒤ˗5000ˈ2012ᒤ˅ˈ ѝؑ䇱ࡨ⹄ウ䜘 㞮䇟Ⲵ৏ᴹӗ૱⭘ᡧˈྲ QQˈሶՊⴤ᧕㔁ᇊ㠣ᗞؑӗ૱ˈ࣐ᘛᗞؑᒣਠⲴਁኅ˗ਖа ᯩ䶒ˈᗞؑⲴᘛ䙏ᢙᕐҏ؍䇱Ҷ৏ᴹ⭘ᡧⲴĀ䖟Ԧᙗ⍱ཡ㘼૱⡼ᙗ؍ᆈāˈ ণ৏ᴹ㞮䇟⭘ᡧ ൘〫ࣘӂ㚄㖁亶ฏ׍❦ሶ؍⮉൘㞮䇟૱⡼ѻл㘼䶎⍱ཡੁަԆ૱⡼Ⲵӗ૱ 㿴ˈ⁑ᢙབྷⲴᗞؑ ҏሶӾަԆⲴĀᰒᴹӗ૱ā⭘ᡧӾՐ㔏ӂ㚄㖁ੁ〫ࣘӂ㚄㖁䖜〫Ⲵ䗷〻ѝཪਆаᇊⲴ⭘ᡧDŽ ਼ᰦˈ䘉⿽޵䜘⭘ᡧ⍱ࣘҏ䇱᰾ҶᗞؑՈҾ᡻ᵪ QQⲴᇎ࣋ˈ䘉ҏᱟ㞮䇟᡻ᵪㄟ߰⭘ᡧᮠ䟿 㜭؍ᤱ໎䮯Ⲵањ䟽㾱৏ഐDŽ൘ᵚᶕਁኅѝ ᡻ˈᵪ QQ ᙅሶ䙀⑀⍱ཡ⭘ᡧҾᗞؑDŽһᇎкˈ ᗞؑо QQሶ਴㠚สҾ᡻ᵪㄟо PCㄟˈᡀѪ᭟ᤱ㞮䇟൘ӂ㚄㖁єབྷᶯඇⲴṨᗳ࣋䟿DŽ ഴ 21φ㞴䇥ᰍсӝ૷⭞ᡭᮦ䠅਀人⎁δӵӰε 䍴ᯉᶕⓀ˖DCCI㖁㔌ᮠᦞѝᗳˈѝؑ䇱ࡨ⹄ウ䜘ᮤ⨶ ള䱻㔅僂ф䏁ࣵኋᵑφᡆ⟕ᐸ൰ᒵ䱊θᵕᖻള䱻ौ䘑ぁ ൘ѝഭᐲ൪ˈ䙊䇟㊫ᓄ⭘ⴞࡽᱟ㞮䇟⤜བྷⲴ⣦ᘱˈ㘼൘ޘ⨳㛼Ჟлˈ䙊䇟ᓄ⭘ᐲ൪׍❦ ॱ࠶࠶ᮓDŽⴞࡽˈ൘བྷ䜘࠶⅗⍢ഭᇦˈWhatsApp 䜭ঐᦞҶѫሬൠսˈ䘌䎵䗷 Facebook MessengerDŽ㘼൘ӊ⍢ᐲ൪ ˈ Kakao઼ Lineᐢ㓿൘丙ഭ઼ᰕᵜ਴㠚ᵜ൏ᐲ൪ާᴹᱮ㪇ⲴՈ ࣯ˈᐲ൪ঐᴹ⦷࠶࡛䗮ࡠ 88%઼ 76%ᐖਣDŽᗞؑᐢ֯⭘ĀWECHATāⲴӗ૱਽ҏੁഭ䱵ᐲ ൪䘋ਁDŽ൘ьӊᐲ൪ˈަ∄䖳ާᴹԓ㺘ᙗⲴӗ૱ণѪㄎҹሩ᡻ Kakao ઼ LineDŽйⅮӗ૱Ⲵ ⢩ᙗ㊫රˈ൘ᵜ൏ᐲ൪к䜭ާᴹަԆӗ૱ᰐ⌅ေ㛱Ⲵൠսˈ䜭ᵏᵋঐᦞᯠⲴ⎧ཆᐲ൪オ䰤DŽ Line઼KakaoⲴ֯⭘ᯩᔿ઼ᗞؑสᵜ⴨਼ нˈ䗷൘ᖸཊ㓶㢲кⲴ䇮䇑й㘵䜭ᴹ㠚ᐡⲴ⢩⛩DŽ 㺞 7φཐള iphone⭞ᡭ䙐䇥ᓊ⭞ള޻Գ仓᛻߫δ2012ᒪε country Facebook Messenger whatsapp Pinger line Kik Voxer Kakaotalk textPlus Austria 26.0% 59.0% <0.25% 0.6% 2.0% 1.0% 1.0% <0.25% 0 2 4 6 8 10 10 Q 4 11 Q 1 11 Q 2 11 Q 3 11 Q 4 12 Q 1 12 Q 2 12 Q 3 12 Q 4 13 Q 1 13 Q 2E 13 Q 3E 13 Q 4E 14 Q 1E 14 Q 2E 14 Q 3E 14 Q 4E 15 Q 1E 15 Q 2E 15 Q 3E 15 Q 4E 㞮䇟QQ⭘ᡧᮠ 㞮䇟ᗞঊ⭘ᡧᮠ 㞮䇟ᗞؑ⭘ᡧᮠ ѣؗՖ჈ӈ㚊㖇щ从⹊ガ 䈧࣑ᗵ䰵䈫↓᮷ѻਾⲴݽ䍓ᶑⅮ䜘࠶ 12 country Facebook Messenger whatsapp Pinger line Kik Voxer Kakaotalk textPlus Australia 17.0% 19.0% <0.25% 3.0% 3.0% 2.0% 2.0% <0.25% Brazil 34.0% 71.0% <0.25% <0.25% 1.0% 17.0% 0.3% <0.25% Canada 16.0% 16.0% <0.25% 1.0% 2.0% 3.0% 1.0% <0.25% Switzerland 13.0% 69.0% <0.25% 1.0% 1.0% 2.0% 0.3% <0.25% China 1.0% 11.0% <0.25% 4.0% 0.3% <0.25% 2.0% <0.25% Germany 31.0% 84.0% <0.25% 0.5% 1.0% 2.0% 0.5% <0.25% Spain 13.0% 97.0% 2.0% 0.3% 1.0% 1.0% 0.5% <0.25% France 18.0% 14.0% <0.25% 0.4% 1.0% 0.4% 0.3% <0.25% Great Britain 14.0% 39.0% <0.25% 0.4% 3.0% 1.0% <0.25% <0.25% Ireland 15.0% 31.0% <0.25% 0.3% 1.0% 4.0% 0.4% <0.25% Italy 32.0% 81.0% <0.25% 0.4% 1.0% 1.0% 0.4% <0.25% Japan 15.0% 6.0% 2.0% 44.0% 1.0% 6.0% 6.0% 1.0% South Korea 3.0% 2.0% <0.25% 6.0% <0.25% 0.3% 88.0% <0.25% Netherlands 12.0% 83.0% <0.25% 0.3% 1.0% 0.4% 0.3% <0.25% New Zealand 19.0% 19.0% <0.25% 2.0% 1.0% 4.0% 2.0% <0.25% Russia 4.0% 34.0% <0.25% 1.0% 0.3% 1.0% 0.3% <0.25% United States 11.0% 7.0% 2.0% 1.0% 3.0% 5.0% 1.0% 1.0% 䍴ᯉᶕⓀ˖ONAVOޜᔰᮠᦞˈѝؑ䇱ࡨ⹄ウ䜘 NHN Japanоㄎҹሩ᡻ѝާᴹԓ㺘ᙗⲴ⽮Ӕᴽ࣑ Facebook઼ Twitter∄䖳Ҷ㠚ᴽ࣑ᔰ ࿻ਾ㧧ᗇ 5000з⭘ᡧᡰ⭘ⲴཙᮠDŽFacebookѪ 1325ཙˈTwitterѪ 1096ཙˈ㘼 LINEਚ ⭘Ҷ 399ཙˈ⭘ᡧ໎䮯䙏ᓖ亷Ѫ᛺ӪDŽ ഴ 22φ䜞࠼䖥Ԭ䗴ࡦ 5000н⭞ᡭᡶ⭞ᰬ䰪δཟε ᮠᦞᶕⓀ˖199itˈѝؑ䇱ࡨ⹄ウ䜘 ഴ 23φLINE⭞ᡭ໔䮵᛻߫δӰε ᮠᦞᶕⓀ˖199itˈѝؑ䇱ࡨ⹄ウ䜘 399 1096 1325 0 200 400 600 800 1000 1200 1400 LINE TWITTER FACEBOOK 54212 491663 3909769 11326501 16614837 21311485 26729800 30000000 0 5000000 10000000 15000000 20000000 25000000 30000000 35000000 2011.6 2011.8 2010.1 2010.12 2012.1 2012.2 2012.3 2012.4.18 Line⭘ᡧ㿴⁑ ѣؗՖ჈ӈ㚊㖇щ从⹊ガ 䈧࣑ᗵ䰵䈫↓᮷ѻਾⲴݽ䍓ᶑⅮ䜘࠶ 13 㘼ᰐ䇪ㄎҹࡽᲟྲօˈᗞؑ䜭ᱟⵏ↓᜿ѹкⲴㅜаⅮ䎠ࠪഭ䰘Ⲵᵜ൏䙊䇟㊫䖟Ԧᓄ⭘ˈ ⭊㠣ਟԕ䈤ᱟㅜаⅮ⎧ཆᢙᕐⲴഭ޵ӗ૱ˈަᐲ൪▌઼࣋ਁኅオ䰤䜭٬ᗇᵏᖵDŽ䘉аオ䰤Ⲵ ਁኅࡽᲟⴞࡽ䳮ԕާփ亴⍻ˈնаᰖᡀ࣏ˈሶᑖᶕഭ޵ަԆӗ૱ᡰнާᴹⲴǃࡽᡰᵚᴹⲴ⳸ ࡙オ䰤઼⳸࡙⁑ᔿDŽ 㺞 8φLINEȽKakaoȽWechatп䖥Ԭ⴮ީؗᚥሯ∊ ⭞ᡭᡆ䮵 ѱ㾷⎭ཌ ᐸ൰ ㄔҿࢃᲥ ୼ѐ⁗ᕅ δᐨ⳾࡟ε LINE 2011ᒤ6ᴸ23ᰕᔰ࿻ᨀ׋ᴽ࣑Ⲵ ൘ˈ㓖1ᒤਾⲴ2012 ᒤ 7 ᴸ 2 ᰕˈޘ⨳⌘޼⭘ᡧᮠ䟿ቡ䗮ࡠҶ 4500 зˈ ަѝᰕᵜ⭘ᡧѪ 2000 зDŽѻਾ⭘ᡧᮠ䟿ԕ⇿ઘᯠ໎ 100 ཊзⲴ䙏ᓖ䙂໎ˈӵ⭘བྷ㓖 3 ઘᰦ䰤ቡケ⹤Ҷ 5000 зDŽᡚ㠣 7 ᴸ 26 ᰕˈޘ⨳⌘޼⭘ᡧᮠ䟿Ѫ “5006.3508з”ˈަѝᰕᵜ⭘ᡧѪ“2354.5661зӪ” ਠ⒮ǃ ⌠ഭ 䶒Ѥഭ޵ DeNA઼ Yahoo Jʽapanㅹޜ ਨⲴㄎҹDŽаᯩ䶒㾱㘳㲁 Line ⁑ᔿⲴ ᢙ᮷ॆ䘲ᓄᙗˈਖаᯩ䶒ᱟ䶒Ѥ⵰ KakaoǃWeChat ৲оⲴ᜸࣐◰⛸Ⲵ⎧ ཆㄎҹ Աъ䍖ᡧ+㲊ᤏ䚃ާ+ 㺘ᛵㅖਧ+⑨ᠿᒣਠ Kakao Kakao ᴹ 6200 зⲴ⌘޼⭘ᡧᮠ ⇿ˈཙ⎸᚟Ⲵਁ䘱ᶑ ᮠ䗮ࡠҶ 21 ӯᶑ⅑ˈ丙ഭᡰᴹ⭥ؑ䘀㩕୶⇿ᰕਁ䘱 Ⲵ⸝ؑᙫᶑᮠⲴйؽDŽ丙ഭᐲ൪䎵䗷 95% ⲴᲪ㜭᡻ ᵪ⭘ᡧᮠ䜭ᱟ Kakao Ⲵ⌘޼⭘ᡧᡚ→ࡠ 2012 ᒤ 9 ᴸˈབྷ㓖Ѫ 1800 зⲴ⎧ཆ⌘޼⭘ᡧˈަѝᰕᵜ઼㖾 ഭѪᴰབྷⲴ⎧ཆᐲ൪ˈ ঠቬǃ ਠ⒮ㅹ Kakao ᡰ߶༷䘋ޕⲴঠቬᐲ൪ˈᴹа ӯӪਓⲴᐲ