本文關鍵詞：基于層次分析法的SNS網站盈利模式研究　出處：《北京郵電大學》2012年碩士論文　論文類型：學位論文

  更多相關文章： SNS網站 盈利模式 生命周期 層次分析法 調查問卷 信度分析

【摘要】：伴隨WEB2.0技術平臺的出現,國內外SNS網站快速發(fā)展,網站數量、用戶數量迅速增長。SNS網站的發(fā)展使其成為眾多學者的研究熱點,在實現SNS網站盈利最大化的驅動下,尋找一套合理有效的SNS網站盈利模式便顯得尤為重要。本文在盈利模式的選取方法上進行創(chuàng)新：以生命周期理論為基礎,運用層次分析法選擇當前生命周期階段的各層級盈利指標,采集用戶數據,從用戶視角確定SNS網站盈利模型中各個末梢指標的權重,進而為SNS網站發(fā)展提供建議。 本論文主體分為研究方法選取、各層級盈利指標選取、確定末梢指標間權重、盈利模式分析四部分。 研究方法選取部分：綜述國內外相關方向研究方法,趨利避害,確定以生命周期理論為基礎,運用層次分析法的論文研究方法。 各層級盈利方向(指標)選取部分：綜述國內外著名SNS網站盈利方向(指標),以人人網為例,結合當前所處生命周期,依次選取目標層、中間層、末梢層盈利方向(指標)。 確定末梢指標間權重部分：設計用戶調查問卷,獲取用戶對各末梢盈利指標的認知信息,分析用戶信息可信度,從用戶視角確定SNS網站盈利模型中各個末梢指標的權重。 盈利模式分析部分：當前生命周期階段對網站影響最大的末梢指標可給網站帶來最顯著的收益,應為網站推動的重點,對網站盈利影響稍低的末梢指標次之。 本文將層次分析法引入到盈利模式研究中,相比文獻閱讀法、對比分析法盈利指標選擇更為全面、系統(tǒng)。另生命周期理論的引入使指標間權重的確定更具針對性,從而提高了論文研究結果的可信度。
[Abstract]:With the emergence of WEB2.0 technology platform, the rapid development of domestic and foreign SNS website, the number of websites and the number of users are growing rapidly. The development of SNS website makes it become the research hotspot of many scholars. In the realization of SNS website profit maximization driven. It is very important to find a reasonable and effective profit model of SNS website. This paper innovates the method of choosing profit model: based on life cycle theory. The AHP is used to select the profit index of each level in the current life cycle stage and to collect the user data to determine the weight of each end index in the profit model of SNS website from the perspective of the user. Then provide advice for the development of SNS website. The main body of this paper is divided into four parts: the selection of research methods, the selection of profit indicators at all levels, the determination of weights among the endings, and the analysis of profit models. The selection of research methods: review the relevant research methods at home and abroad, seek advantages and avoid harm, determine the life cycle theory as the basis, use the analytic hierarchy process of the paper research methods. Each level profit direction (index) selection part: summarizes the domestic and foreign famous SNS website profit direction (index, take Renren net as an example, unifies the current life cycle, selects the target layer, the middle layer in turn. End layer profit direction (index). Determine the weights between the endings index: design a user questionnaire to obtain the users' cognitive information about the profit index of the endings, and analyze the credibility of user information. From the perspective of users, determine the weight of each end index in the profit model of SNS website. The profit model analysis part: the most significant profit can be brought to the website by the end index which has the biggest influence on the website in the current life cycle stage, which should be the focus of the website promotion. On the site profit impact slightly lower peripheral indicators followed. This paper introduces Analytic hierarchy process (AHP) into the study of profit model, compared with the literature reading method, the comparative analysis of profit index selection is more comprehensive. In addition, the introduction of life cycle theory makes the determination of weights between indicators more targeted, thus improving the reliability of the research results.
【學位授予單位】：北京郵電大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F49;F224

【引證文獻】

相關碩士學位論文 前2條

1 常穎;基于AHP-TOPSIS的Z物流公司核心競爭力評價及提升策略[D];華南理工大學;2012年

2 丁建文;我國社交網站的生存環(huán)境研究[D];新疆大學;2013年

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本文編號：1366982