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| 论文编号： | 3308 | |
| 作者编号： | 2120092288 | |
| 上传时间： | 2011/6/7 16:52:16 | |
| 中文题目： | 微博平台用户价值创造机理研究 | |
| 英文题目： | Study on Customer Value Creation Mechanism on Micro-blog Platform | |
| 指导老师： | 石鉴 | |
| 中文关键字： | 微博 用户价值 价值创造 因子分析 | |
| 英文关键字： | Micro-blog; User value; Value creation; Factor analysis | |
| 中文摘要： | 2010年是中国互联网的微博年。自2009年8月新浪微博上线之后，14个月时间，其注册用户数就超过了5000万。随后，人民网、搜狐、腾讯等众多网站纷纷推出微博服务，把这股热浪推向高潮。2011年2月，腾讯微博宣布注册用户量突破1亿。微博所蕴藏的巨大的价值，无论是商业价值还是用户价值都是难以估算的，也是毋庸置疑。但是，微博至今却仍然还没找到微博盈利的有效途径和明确的商业模式，因此如何更加有效地利用创造用户价值来寻找有效的商业模式已经成为管理理论与实践共同关注的问题。 本文在理论回顾与文献综述的基础上，首先对微博平台的功能与影响力进行分析，在引入用户注意力以及对微博平台与用户的关系进行分析，并识别出用户价值的构成因素，构建微博平台的用户价值构成模型，然后用因子分析的方法确定了每个构成因素的权重。最后根据实证的结果给出了一些微博的创造用户价值的建议。 本文的创新之处在于：在文献回顾的基础上，本文把注意力作为微博一种稀缺资源，同时，本文也把注意力与用户价值联系起来，识别在微博平台的用户价值构成维度；在确定微博用户价值构成因素的权重时，使用因子分析的方法对主观的构成因素所得结果进行数理推导，是主观方法与客观方法的结合。 | |
| 英文摘要： | 2010 is the year of Micro-blog in Chinese Internet. Since Sina Micro-blog has gone live in August 2009, its registered user was more than 50 million in 14 months. Subsequently, the People’s Daily, Sohu, Tencent, and many Web sites have launched their Microblogging service, which turn that heat to a climax. February 2011, Tencent announced that its Microblogging service registered user has exceeded 100 million. Micro-blog reserves tremendous value, whether is business value or customer value, and it is inestimable, and is undoubtable. However, we have still not found an effective way to earn money and a clear business model of Micro-blog. Because of those, how to more effectively use customer value creation to find out a effective business model has been a common concern which management theory and practice has concerned. This research is based on theory review and literature review. First, we analyze the relationship between Microblogging platform and user to identify the constituent elements of customer value, and then we build the customer value constituents model of Microblogging platform. Second, factor analysis method is applied to determine the weight of each factor. To illustrate the rationality of these factor and their weight, empirical verification is carried out. Finally, referring to conclusion of this empirical results, we give some suggestions to create customer value on Microblogging platform. The innovation of this paper is: on the basis of literature review, we identify the user value constituent dimension of Microblogging platform. When we determine the weight of each Micro-blog user value factor, we apply factor analysis method derived from the subjective results of the composition mathematical deduction, using the result of subjective weighting method. It is the synthesis of subjective method and objective method. | |
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