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论文编号：	5153
作者编号：	2120112945
上传时间：	2013/6/1 15:11:47
中文题目：	搜房网社区平台再设计和产品运营研究
英文题目：	Redesign of community platform of Soufun and production operations research
指导老师：	侯文华
中文关键字：	搜房网;社区;社交网络;网络营销;价值创新
英文关键字：	SouFun; community; social networking; Network Marketing; Value Innovation
中文摘要：	社交网络服务是近十年来互联网服务中最重要的应用服务，世界范围SNS网站雨后春笋般涌现。社交网络服务有着更广泛的内涵，同时给互联网产品带来新的设想和机遇，各大网站都希望通过学习和借鉴社交网站的模式提升自身平台价值。与此同时，社会化营销的模式越来越受到市场重视，社区平台更加符合网络口碑传播特性，网络营销优势明显，这使得各大互联网平台更加重视社区平台建设，以及社交功能的完善。希望不断通过产品设计和运营，获得价值创新，拓展盈利途径。 搜房网最为全球最大的房地产资讯网站，其业主社区平台有着一定的口碑和影响力。但是，因为平台模式过于传统，产品创新相对落后，使平台价值和用户价值没有得到充分的挖掘，用户需求没有得到有效的满足。搜房社区平台远远没有跟上网站整体的发展速度，面对互联网社交的日益流行，以及各种社交平台新媒体的兴起，搜房业主社区平台开始遭到前所未有的挑战。本文就将针对搜房网社区产品进行升级探索，提出邻居帮的产品概念。文章通过对搜房社区现状的分析，考虑到用户的需求，得出平台升级的必要性。通过对其它社区平台的升级和SNS化案例分析，遵循互联网产品设计理念，探索搜房社区平台新架构及功能改进方案。从而充分满足用户需求，从而提升用户黏性，提高平台内容质量，有效降低平台维护成本。 平台升级后需要新的运营思路和管理经验提升。本文在平台升级的基础上展开新产品运营研究，在推广邻居帮产品概念的同时，通过一系列运营手段，帮助老用户改变平台使用习惯，推动新功能使用率，提高新用户转化率，目的是不断提高社区人气。并且对新平台所面临的机遇和风险进行分析，得出相应的运营策略，做好平台品牌宣传，提升产品品牌知名度。 搜房网业主社区通过平台升级，将进一步强化社交功能，提供更符合用户需求的产品功能，通过良好的平台运营，完成新平台的价值创新。新平台价值创新使平台用户价值和平台自身价值得到有效提升，为平台找到社区化营销新机遇，最终提高了搜房网整体的竞争力和议价能力，提升搜房网核心价值。同时，新平台可能存在新的盈利点，为网站带来新的盈利模式。
英文摘要：	Social networking services are the most important Internet services over the past decade application services worldwide SNS sites have sprung up. Social networking services have a wider connotation, and Internet products to bring new ideas and opportunities, and major sites are looking to learn patterns of social networking sites to enhance the value of their platform. At the same time, social marketing model more and more market attention, community platform more in line propagation characteristics, network marketing advantages are obvious, which makes the major Internet platforms closer community platform construction, and improvement of social function. Hope to constantly through product design and operations, access to value innovation, expanding path to profitability. Soufun most the world's largest real estate information site, its owners community platform has a certain reputation and influence. However, because the platform model is too traditional, product innovation is relatively backward, the platform value and customer value has not been fully excavated, the user needs are not being effectively met. Community Platform far found room to keep up with the pace of development site as a whole, in the face of increasingly popular Internet social networking, as well as various social platforms rise of new media, community platform began owners found room was unprecedented challenges. This article will be upgraded for exploring Soufun community products, product concepts put forward to help neighbors. Articles found room through community status analysis, taking into account the needs of users, the need to draw platform upgrade. By other community platform upgrade and SNS of case studies, product design philosophy follows the Internet, found room to explore new community platform architecture and functionality improvements. In order to fully meet user needs, so as to enhance user stickiness and improve content quality platform to effectively reduce platform maintenance costs. Platform upgrade requires new ideas and management experience in operational improvement. This upgrade of the platform to launch a new product on the basis of operational research, product concept to help in the promotion of neighbors at the same time, through a series of operational means to help the user to change old habits platform to promote the utilization of new features to improve the conversion rate of new users, the purpose is increasing community sentiment. And on the new platform facing the opportunities and risks analysis, the corresponding operating strategy, good platform for brand promotion, enhance brand awareness. Soufun owner community through the platform upgrade will further enhance their social function, providing more in line with user demand function, through good platform, completing the new platform value innovation. The new platform value innovation and customer value the platform to effectively increase the value of the platform itself, as a platform to find new opportunities for community-based marketing, and ultimately improve the overall competitiveness of the Soufun and bargaining power, enhance Soufun core values. Meanwhile, the new platform, there may be a new profit point, for the site to create new profit model.
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