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论文编号：	4500
作者编号：	2120102705
上传时间：	2012/6/12 12:39:23
中文题目：	轻博社区点点网的商业模式设计与调整策略研究
英文题目：	Research of business model design and adjustment strategies of DianDian SNS
指导老师：	薛红志副教授
中文关键字：	点点网，社会性服务网络，商业模式，要素
英文关键字：	DianDian, SNS, Business model, Element
中文摘要：	社会性网络服务网站最近几年非常流行，出现的形式也多种多样。目前也有多元化发展趋同的趋势，旨在为人们提供更便捷的社会性互联网应用服务。其服务集合B2B，B2C，C2C三种模式于一体。由于其市场前景令人期待，因此很多企业开始大规模投入。点点网就是在这个背景下于2011年由创新工场投资创办的一家轻博客网站。点点网把自己定位为轻博客社区，介于微博和博客之间。从点点网的诞生到现在，业界对其质疑一直没有中断。首先质疑的是有博客和微博后其存在的价值。其次是定位不清，到底其属性是重媒体还是重社交。尤其是普遍的认为其商业模式不太清晰，因此对点点网商业模式的剖析及针对性提出调整方案便显得非常必要与迫切。笔者认为要给出点点网商业模式的调整方案，必须先理清社会性服务网站的商业模式要素是什么，然后依据商业模式要素进行逐项分析与调整。而目前针对商业模式的理论过于宽泛，不仅各家观点不一且不具行业代表性。因此本文首先从提出社会性服务网站商业模式理论开始，结合分析代表性网站的商业模要素，到分析点点网目前商业模式的现状，最后围绕社会性服务网站商业模式的四大关键要素给出点点网相应的调整方案。本文共分四个部分。第一部分提出了社会性网络服务商业模式理论基础并界定了其商业模式的核心要素。第二部分梳理了目前具有代表性的国内外社会性网络服务网站的现状、类型并依据其商业模式核心要素对代表性的网站进行了剖析。第三部分依据第一部分提出的商业模式要素对点点的商业模式进行了分析。第四部分在前三部分的基础上分析了点点网现存商业模式的不足，并为点点网在产品创新、合作伙伴与价值网、用户关系、盈利方式四方面提供了相应商业模式调整方案。
英文摘要：	Social Networking Services in recent years is very popular and appears in a variety of forms which is Designed to provide people with a social network of Internet application services. The so-called online social networking is moving the real relationships to a virtual community .online social networking sites include B2B, B2C, C2C modes together, because of its prosper market prospect.so many companies involved in social networking sites. DianDian light network is invested by Innovation Works which is regarded between Twitter and blogs. From its birth to the present, the industry always questioned it and regard its business model is not very clear. Analysis of its business model and targeted adjustment program would become very necessary and urgent. Before giving adjustment programs for business model of DianDian, we must firstly clarify what are the business model elements of the social networking site, and then analyze and adjust it based on these elements of the business model. Because the theory of the business model is too broad, and has the various different perspectives. This article first from the beginning of the business model theory of Social Networking Services. Social Networking Services combined analysis of representative business model elements to the analysis of DianDian net status quo of the current business model, and give corresponding adjustment programs finally around four key elements of the business model of social networking sites This article is divided into four parts. The first section presents the theoretical basis of the business model of social networking sites and define the core elements of social networking sites business model. Combed the status quo of the current representative of the social networking sites at home and abroad, type, and the existing problems and analysis of the representative of the social networking site based on the business model of the core elements of social networking sites. The third part of the business model in accordance with the first part of the elements a little bit of business model. The fourth part in the first three sections on the basis of little net deficiencies of the existing business model, and provide the appropriate business model adjustment programs and the four little network in product innovation, partners, and value network, client relationships, profit way.
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