证券研究报告|行业研究周报 [Table_Date] 2026 年 3 月 15 日 [Table_Title] 腾讯推出"龙虾"产品矩阵 ，苹果下调中国 应用商店佣金率 [Table_Title2] 传媒行业周报系列 2026 年第 11 周 [Table_Summary] ►市场行情回顾 2026 年第 11 周（实际交易日为 2026.3.9-2026.3.13）上证 指数下跌 0.7%，沪深 300 指数上涨 0.19%，创业板指数上涨 2.51%。恒生指数下跌 1.13%，恒生互联网指数下跌 0.32%， 行业领先恒生指数0.81pct。SW传媒指数下跌3.23%，落后创 业板指数 5.74pct，在申万一级 31 个行业涨跌幅排名中位列 第 26 位。子行业中广告营销、影视和广电位列前三位，分别 为上涨 0.99%、上涨 0.54%和下跌 1.45%。 ►核心观点&投资建议 腾讯推出分层式龙虾产品矩阵，推动 OpenClaw 走向全民应 用。据官微，腾讯今日发布面向不同用户群体的"龙虾" 系列产品，构建起覆盖普通用户、开发者及企业级需求的 完整智能体生态。面向大众的 WorkBuddy 实现零配置 ...

Investment Rating - Industry rating: Recommended [4] Core Insights & Investment Recommendations - Tencent has launched a tiered "Lobster" product matrix, promoting OpenClaw as a universal application. This series targets different user groups, creating a complete intelligent ecosystem that includes WorkBuddy for general users, QClaw for remote control via WeChat, and Tencent Cloud Lighthouse for enterprise users [2][20] - Apple has reduced the commission rate for the App Store in mainland China from 30% to 25%, and for small business plans from 15% to 12%. This adjustment reflects a balance of interests between platforms and developers, particularly benefiting small developers and the mini-program ecosystem [3][21] - The rapid development of AI applications, combined with a recovery in entertainment consumption, presents investment opportunities in several areas: leading internet companies in Hong Kong, the gaming industry, and the film and cultural tourism sectors. Beneficiaries include Tencent, Alibaba, and several other companies [6][22] Market Overview - In the week of March 9-13, 2026, the Shanghai Composite Index fell by 0.7%, while the CSI 300 Index rose by 0.19% and the ChiNext Index increased by 2.51%. The SW Media Index dropped by 3.23%, ranking 26th among 31 industries [1][11] - The top three sub-industries were advertising and marketing, film, and broadcasting, with respective changes of +0.99%, +0.54%, and -1.45% [1][11] Sub-Industry Data Film Industry - The top three films by box office for the week were "Fast Life 3" with 64.015 million yuan (35.20% market share), "Biao Ren: Wind Rises in the Desert" with 35.836 million yuan (19.70%), and "Silent Awakening" with 32.181 million yuan (17.70%) [23][24] Gaming Industry - The top three iOS games by revenue were "Honor of Kings," "Peacekeeper Elite," and "Delta Force." The top three Android games by popularity were "Heart Town," "Diver Dave," and "Goose Duck Kill" [25][26] TV Series Industry - The top three TV series by broadcast index were "Pure Love in the Era of Innocence," "Zhu Yu," and "My Mountain and Sea," with indices of 80.9, 80.2, and 77.5 respectively [27][28] Variety and Animation - The top variety show was "The Universe Sparkles, Please Pay Attention," followed by "Hello Saturday 2026" and "Now Departing Season 3" [29][30] - The top three animated shows were "Beyond Time," "Cang Yuan Tu," and "Xian Ni," with viewership indices of 270.8, 237.4, and 237.1 respectively [31]