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    2018年中国小程序发展报告

    摘要

    互联网进入下半场后,人口红利与流量红利渐趋消失,小程序作为一种现象级产品应运而生。2018年中国小程序迎来爆发式增长,资本看好,平台拥抱,用户期待。头部APP迅速进入产业布局期,实现了以运营平台为主导、小程序为中介的流量闭环模式。小程序凭借体量轻、成本低、体验佳的优势已经基本实现用户的使用习惯养成,运营商为持续助力小程序生态繁荣,开设多端入口通道,推出创新鼓励措施,降低开发审核门槛。在这一蓬勃发展的生态之下,小程序仍面临“拉新易、留存难”瓶颈待突破,下沉市场流量有余、交易不足,低配山寨与盲目开发,用户信息安全风险激增等种种问题。未来小程序的发展要致力于链接用户与服务场景、链接线上信息与线下实体场景,在小程序运营商多极化的竞争和规范中精准定位市场角色,发展优势类别,构建应用程序生态型互补关系,同时迎接“AI小程序”发展趋势,翻开“小程序+人工智能”发展新篇章,带动小程序体量与用户规模全面上涨。

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    Abstract

    After the Internet enters the second half,the population dividend and the flow dividend gradually disappear,Mini Programs as a kind of phenomenal class product emerges as the times require. In 2018,China Mini Programs ushered in the explosive growth,the capital is optimistic,the platform hugs,the user anticipates. Head App quickly entered the industrial layout period,and realized the closed-loop mode of traffic with operation platform as the leading and Mini Programs as the intermediary. Mini Programs,with its advantages of light size,low cost and good experience,has basically realized the cultivation of users’ usage habits. Operators have opened multi-terminal entry channels,launched innovative incentives,and reduce the development audit threshold to continue to contribute to Mini Programs’ ecological prosperity. In this case,Under the vigorous development ecology,Mini Programs still needs to face the bottleneck of “easy to pull new,difficult to retain” to break through,inadequate trading in the sinking market,low match the copycat and blind development,user information security risk surge and so on. In the future,Mini Programs will continue to focus on linking user and service scenarios,linking online information and offline physical scenes,accurately positioning market roles and developing superior categories in the multi-polarization competition and norms of Mini Programs operators. Build the ecological complementary relationship of application program,welcome the development trend of “AI Mini Programs”,open a new chapter of “Mini Programs artificial intelligence” development,and drive the quantity of Mini Programs and users to rise in an all-round way.

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    作者简介
    郭淼:郭淼,博士,国家信息中心应用经济学博士后,西北政法大学新闻传播学院讲师,研究方向为环境传播、新媒体。
    谷星佐:谷星佐,西北政法大学新闻传播学院硕士研究生,研究方向为新媒体。
    郝静:郝静,西北政法大学新闻传播学院硕士研究生,研究方向为新媒体。
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