摘要 

校园App作为互联网进入校园管理、学生生活的载体，已流行于校园，成为学校管理、学生生活所不可或缺的一部分。但近日校园App过度商业化现象引起社会大众广泛关注。过度商业化，即一味追求产品的商业价值，不择手段，唯利是图地赚取市场的超额利润。本论文对过度商业化现象进行了分析，并对校园App过度商业化的表现进行阐述。过度商业化体现在校园App的贷款广告、商品推销广告和一些不健康的视频、游戏广告的泛滥，从而极大地破坏了校园App的学习功能。基于校园App过度商业化的现象，本论文又总结了此现象带来的一些社会问题，如过度商业化致使市场拜金主义横行，导致校园App失去教育意义，同时由于不法分子借机骗取学生钱财，导致学生财产安全受到威胁。最后本文从研发商、学校以及学生方面为缓解此现象提出一些可行性建议。本论文的分析使读者对过度商业化有更深刻的理解，并对后续相关研究提供一定的参考价值。

关键词：过度商业化；校园App；教育

Contents

Abstract II

Chapter 1 Introduction 1

1.1 Research Background 1

1.2 Significance of the Research 1

1.3 Structure of the Thesis 1

Chapter 2 Literature Review 3

2.1 The Introduction of Commercialization and Excessive Commercialization 3

2.2 Previous Studies on Commercialization and Excessive Commercialization at Home 3

2.3 Previous Studies on the Phenomena of Excessive Commercialization Abroad 4

2.4 Existing Problems on Commercialization and Excessive Commercialization 4

Chapter 3 An Analysis of the Phenomenon of Excessive Commercialization of Campus App 5

3.1 Inundant Advertisement of Loan 5

3.2 Fancy Advertisement of Products 5

3.3 Unhealthy Video and Advertisement of Games 6

Chapter 4 An Analysis of Problems, Reasons and Solutions of Excessive Commercialization of Campus App 7

4.1 Problems Caused by Excessive Commercialization of Campus App 7

4.1.1 Causing Money Worship 7

4.1.2 Deviation from Original Educational Intention 7

4.1.3 Threatening the Safety of Students’ Property 8

4.2 Reasons for the Excessive Commercialization 8

4.2.1 No Strict Regulations from Education Ministry 8

4.2.2 Improper Selection of Campus App by School 8

4.2.3 Profit-oriented Strategy of Campus App Developers 9

4.3 Solutions to Excessive Commercialization 9

4.3.1 Establishing Related Regulations 9

4.3.2 Adhering to Original Intention of Campus Apps 9

4.3.3 Raising Students’ Awareness of Self-Protection 10

Chapter 5 Conclusion 11

5.1 Summary of the Study 11

5.2 Limitations of the Study 11

5.3 Suggestions for Future Research 11

References 13

Acknowledgments 15