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论文编号：	6581
作者编号：	2220130118
上传时间：	2014/6/19 17:36:35
中文题目：	基于价值链的虚拟货币营销策略与
英文题目：	Research of Marketing and Security Assurance Strategy of Virtual Currency
指导老师：	严建援
中文关键字：	虚拟货币 虚拟经济 价值链 安全保障 营销策略
英文关键字：	virtual currency virtual economy value chain security assurance marketing strategy
中文摘要：	信息技术的革命、互联网技术的大发展和大应用，互联网创新经济和金融货币学理念的大融合促使了互联网虚拟货币的产生、发展和应用。 本文通过理论分析与案例研究相结合的方法，基于对虚拟货币的商品和货币属性特征及形成动因影响因素分析，从理论体系构建、业务模式建立、价值链、安全机制、营销策略、创新与应用和案例分析等不同维度分别展开研究。一、在充分认识中国互联网行业发展现状的基础上，对虚拟货币体系进行了全面梳理及分类。综合市场现有的多种虚拟货币提炼出虚拟货币的基本特征，对虚拟货币分类标准进行梳理。二、就虚拟货币的双重属性展开研究，发掘虚拟货币形成的动因和影响虚拟货币产生的内外部因素以及目前环境下虚拟货币发展所面临的主要问题；三、在价值链理论的基础上，构建了虚拟货币的价值链体系，展现了虚拟货币的市场开拓、价值链、营销策略以及在互联网行业发展中的创新与应用；四、在目前的市场环境及法律法规环境下，通过资质、流程、技术、服务等多方面保障体系的建立，从而建立起虚拟货币全方位的安全保障机制；五、以本文作者所创立的汇元公司作为研究主体，以其主导所建立起的虚拟货币系统作为研究对象，从实践应用的角度更加深入地对骏币：目前市场占有量第一、应用范围最广、使用最活跃的虚拟货币进行更加深入的研究；最后，是本文作者对于虚拟货币未来发展及应用方向的一些观点。 虚拟货币的产生本身是社会生产力和生产关系进步的巨大成果，更是一项伟大的市场应用。希望通过本文中对虚拟货币的属性特征分析、对于虚拟货币价值链的市场开拓、对于虚拟货币营销策略、创新应用的指导和延伸，为虚拟货币的市场价值深度发掘、为互联网虚拟经济的大发展，为行业的规范有序发展以及对整个互联网经济的发展提供有益的帮助。
英文摘要：	Internet has been pushing the development of virtual world, such as online games, and has provided requirements and motivation to the emergence and development of virtual currencies. Theoretical analysis and case study were used in the article writing, and it was completed from the directions of theory system, regulations of products and case study based on the research of virtual currencies’ natures and determinants of generation. Firstly, updated the theories, definition and classification standard of virtual currencies, which increased the level of theoretical system of virtual currencies. Secondly, started from the study of dual attributes of virtual currencies, and figured out the motivations, internal and external factors affecting the emergence and development of virtual currencies under the existing social environment. Thirdly, reconstructed the value chain of virtual currencies, and analyzed marketing strategy, innovation and utilization of virtual currencies in the industry of internet. Fourthly, to discuss how to set up security insurance solutions of virtual currencies from process, technology and service. Fifthly, case study of the company founded by the writer, analyzed the virtual currency with largest market share in China. Finally, some viewpoints and forecast of the writer for the development of virtual currencies. Virtual currency is an achievement of innovation. We hope that the analysis of virtual currency’s situation and value, the study of problems and opportunities in virtual currency’s development, the establishment of virtual currency theories and currency system can benefit the increase of virtual currencies, regulated development of the industry and the development of economy.
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