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论文编号：	4148
作者编号：	2120102675
上传时间：	2012/6/4 15:16:06
中文题目：	基于价值网的宝宝树商业模式研究
英文题目：	Business Model Research of Baby Tree
指导老师：	薛红志
中文关键字：	母婴类网站;SNS网站;价值网;商业模式;宝宝树
英文关键字：	Maternal and Child;Social networking services;Value Net
中文摘要：	随着互联网的高速发展，SNS已成为网络最热门的应用之一。通过SNS网站，用户不但可以互相交流、沟通、分享信息，还可以使用第三方应用进行游戏娱乐、获取知识、买卖商品的活动。SNS改变着互联网产品规则的同时，也越来越融入人们的生活。目前世界范围内的SNS网站正在向两个方向发展，一是基于熟人网络 “六度空间理论”的SNS网站，如FACEBOOK，开心网等；二是基于细分市场的由共同兴趣、爱好的人们组成的垂直SNS社区，如本文讨论的宝宝树等。SNS网站已进入向成熟期过渡的阶段，市场上的产品趋于同质化，竞争加剧，而同时商业模式仍然不清晰，持续盈利能力面临考验，本文所讨论的母婴类垂直SNS网站宝宝树也同样面临着商业模式创新的需求。本篇论文首先从客观角度分析了母婴类SNS网站的宏观社会环境、行业环境及趋势，然后使用SWOT工具分析了宝宝树自身的优劣势和外部的机会与威胁，通过价值网模型对宝宝树的价值网进行了重新梳理，进而基于价值网整合的可行性分析得出宝宝树的竞争战略。然后，运用商业模式理论，分析了宝宝树现行的商业模式。最后，指出了宝宝树商业模式创新的思路和框架，并设计了三种具有实际操作意义的创新商业模式。论文的价值在于通过结合宝宝树的内外部环境，从价值网整合视角指出了宝宝树的最佳竞争战略，即扩张至移动互联，联合线上线下，采用开放式创新做强SNS应用业务，成为母婴行业的网络整合平台及特色服务的提供商。本文构建了宝宝树商业模式创新的基本思路和框架，创造性地设计出了“移动互联网母婴类应用整合平台”、“母婴品牌的在线互动商店”、“基于SoLoMo的线上线下一体化服务”三种创新的商业模式。研究成果能为从事母婴类网站及垂直SNS网站行业的经营与管理人员提供一些新的思路，起到一定的借鉴作用。
英文摘要：	With rapid development of information and network technology，SNS becomes one of the most popular internet application.Through the SNS platform,users can communicate with each other，share the information，they can either play games gain the knowledge and charge the products by using the third-Part applications.SNS change the rules of internet products,and at the same time ,change our lives.Recently,worldwide SNS websites develop in two directions,one of them is the social circle of friends base on the “Six Degrees of Separation”theory,as the example :facebook,kaixin.com etc. the other is vertical website which focus on accurate segment market, users have the same interests and commons, and they get together though the vertical websites,”baby tree” which we discuss in the paper is one of the vertical websites.SNS industry becomes mature nowdays, the SNS websits have the homogenization tendency, business model is not so clear ,with the increasingly fierce market competition, SNS websites face the challenge for the lack of suitable profit mode.”Baby tree”has the same requirement of business model innovation. This paper firstly analyse the macro social environment of Maternal and Child SNS industry,describe the value-distributing regularity of the SNS value net in an objective view. Then analyse the advantage and disadvantage of Baby Tree itself and the chance and threat of the industry through SWOT analysis tools. The paper reengineer the value net of Bay Tree through the value net Model and point out the competitive strategy of Baby Tree in the value net integration view. Then by using the Business Model theory, the paper sum up the current model of Baby Tree. At last, the paper design the frame of Baby Tree’s new business model and plan three kinds of operational innovated business model. The value of this paper is the analysis of the present value regularity of the whole value net, pointing out the best competitive strategy of Baby Tree in a value net integration view, which is extending the wireless internet area, integrating the online and offline, using open innovation to develop the bisiness of SNS applications,becomes internet integrated platform and distinctive services supplier.The paper design the innovation frame and plan three kinds of new operational business model, which is Integrated platform of Maternal and Child applications on wireless internet 、Interact online shop of Maternal and Child brands 、 Online and offline Integration services based on SoLoMo model”.The research result can provide new train of thought to the managers and operaters who work in the SNS industry and have a reference effect to the business model system building.
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