联系我们

论文查询结果	返回搜索

论文编号：	1961
作者编号：	2120072265
上传时间：	2009/12/13 10:14:31
中文题目：	SNS的商业模式研究
英文题目：	Research on SNS''s Business Model
指导老师：	张玉利
中文关键字：	SNS，商业模式，价值创造，口碑营销
英文关键字：	SNS, business model, value creation, word of mouth marketing
中文摘要：	近年来，基于六度分隔理论发展起来的SNS（社交网络服务）作为一种新兴实用的网络应用，依赖其真实性，稳定性等特点得到了用户的青睐，在网络活动中发挥着越来越重要的作用。很多SNS网站在最近几年取得了巨大的成就，例如Myspace己经成为全美最受欢迎的网站之一，统计表明其流量相当于Internet总流量的4.46%;Yahoo的图片分享及社交网络结合体Flickr，己经拥有了超过400万用户和2亿张上传图片;而作为全美第二大社交网站的Facebook，在创立的短短三年之内，市值就已达到了惊人的150亿美元;在国内方面，“校内网”作为大学生最主要的交流平台，也已经拥有超过2800万真实注册用户。 本文首先分析了SNS的产业价值链构成，并在此基础上分析了SNS的价值创造机理。SNS的核心价值主要体现在三个方面：（1）SNS为人们提供了很好的社交关系管理工具，用户可以通过“朋友的朋友”扩大社交圈；（2）SNS的典型特征是用户自建内容（UGC），这使得普通用户也可以发布自己的信息，形成信息长尾；（3）SNS的“病毒式传播”是新型的信息传播方式，很大程度上拓展了口碑营销。另外，本文还分析了SNS社交网络和产业价值链中价值的传导机理。 本文还以商业模式理论为基础，深入分析了SNS商业模式的核心要素：（1）SNS的盈利模式有广告费、会员费、接入费等，这些方式的采用情况取决于SNS产业价值链中各方的价值贡献大小；（2）口碑营销和精准营销是SNS模式下能够被有效采用的独特营销模式，口碑营销得益于信息的网络化传播，精准营销得益于个人信息的分享；（3）社交网络中社区的识别和个人影响力的评估能够促进个人信息的分享和传播，隐私管理和如何增加用户黏性也是不容忽视的内容。 最后，本文采用综合评价法来建立了SNS商业模式的评价体系。其中，本文在指标的选择和权重确定上采用了层次分析法，指标评分时采用了调查问卷法。
英文摘要：	In recent years, SNS (social network service) based on the six degrees of separation theory has developed as an emerging, practical network applications. relying on its authenticity, stability and other characteristics, SNS are favored by users in the network activities and play a more to the more important role. Many social networking sites in recent years has made great achievements, such as MySpace has become one of the nation's most popular Web sites, statistics show that traffic flow in the Internet equivalent of the total flow of 4.46%; Yahoo picture-sharing and social networking a combination of Flickr , already has more than 4 million users and 200 million upload pictures; And as the nation's second-largest social networking site, Facebook was founded just three years in the period, whose market value had reached a staggering 15 billion U.S. dollars; On the domestic front , "Xiaonei" , as the most important communication platform for college students, has already more than 28 million real-registered users. This thesis analyzes the industrial value chain of SNS, and analyzes the mechanism of SNS's value creation on the basis. SNS's core values is mainly reflected in three aspects: (1) SNS has provided people with a good social relationship management tool, users can use the "friend of a friend" of enlarging their social circle; (2) the most typical characteristic of SNS is User Generated Content (UGC), which allows ordinary users can also publish their own information, leading to information Long Tail; (3) SNS's "viral" is a new type of information dissemination, largely expanded the Word of Mouth Marketing. In addition, the thesis also analyzes the SNS social networking and industry value chain, the value of the conduction mechanism. Based on the business model theory , this thesis analyzes the elements of SNS business models in depth: (1) the identification of social networking communities and the assessment of personal influence is play a more important role to promote the sharing and dissemination of personal information; (2) SNS profit mode includes advertising, membership fees, access fees and so on, and the adoption of these modes depends on SNS industry value chain; (3) word of mouth marketing and precision marketing are unique marketing modes which can be effectively used, word of mouth marketing benefit from the network of information dissemination, precision marketing benefit from the sharing of personal information. In this thesis, a comprehensive evaluation method is used to create a SNS business model evaluation system. For the choice of indicators and weights to determine, this thesis uses analytic hierarchy process and score of the questionnaire method.
查看全文：	预览  下载(下载需要进行登录)