本文選題：圖片類移動社交網(wǎng)絡(luò)平臺 + 組合盈利模式　； 參考：《哈爾濱工業(yè)大學(xué)》2016年碩士論文

【摘要】：圖片類移動社交網(wǎng)絡(luò)平臺發(fā)展迅速,國外以Instagram為代表,其2015年的盈利收入超過了30億美元,并且盈利模式多樣。而國內(nèi)圖片類移動社交網(wǎng)絡(luò)平臺由于發(fā)展較晚,尚處在依靠資本投資的階段,未能出現(xiàn)可持續(xù)發(fā)展的盈利模式。學(xué)術(shù)界,由于圖片類移動社交網(wǎng)絡(luò)平臺新興性,較少有學(xué)者針對其性質(zhì)進行研究,對其盈利模式的研究更是少見。盈利模式是一個平臺健康發(fā)展的保障,因此本文對圖片類移動社交網(wǎng)絡(luò)平臺組合盈利模式進行了研究。首先,對圖片類移動社交網(wǎng)絡(luò)平臺的發(fā)展?fàn)顩r及存在問題進行研究,得到國內(nèi)圖片類移動社交網(wǎng)絡(luò)平臺的發(fā)展環(huán)境、發(fā)展?fàn)顩r、典型例子和存在的問題;總結(jié)提出存在三個階段即融資階段、聚集用戶階段和盈利階段,進而提出國內(nèi)圖片類移動社交網(wǎng)絡(luò)平臺尚處于無可持續(xù)發(fā)展的盈利模式的階段之中;案例分析得出國內(nèi)外目前已有的盈利模式及其優(yōu)缺點。然后,以微信和微博為例研究移動社交網(wǎng)絡(luò)平臺的盈利模式,研究移動社交網(wǎng)絡(luò)平臺與圖片類移動社交網(wǎng)絡(luò)平臺的共同屬性和不同屬性,將適合的移動社交網(wǎng)絡(luò)平臺的盈利模式借鑒到圖片類移動社交網(wǎng)絡(luò)平臺中,擴展圖片類移動社交網(wǎng)絡(luò)平臺現(xiàn)有的盈利模式,形成其可實施的組合盈利模式。最后,提出了組合盈利模式的概念,得到圖片類移動社交網(wǎng)絡(luò)平臺盈利模式價值鏈中的各個參與角色。以系統(tǒng)的角度,提出組合盈利模式的四個要素:產(chǎn)品定位、價值獲取、目標(biāo)客戶、資源獲取,依次研究四個要素的構(gòu)建方法及特征,得到圖片類移動社交網(wǎng)絡(luò)平臺組合盈利模式。并且以nice這個圖片類移動社交網(wǎng)絡(luò)平臺為例,通過問卷調(diào)查、訪談的方式,獲得用戶基本屬性、行為偏好、公司內(nèi)部資源、用戶基礎(chǔ)等數(shù)據(jù)信息,驗證了前面的圖片類移動社交網(wǎng)絡(luò)平臺組合盈利模式的合理性。對國內(nèi)的圖片類移動社交網(wǎng)絡(luò)平臺,起到了借鑒作用。
[Abstract]:Photo mobile social network platform is developing rapidly. Instagram is the representative of foreign countries. Its profit in 2015 is more than $3 billion, and its profit model is various.However, due to the late development of the domestic photo mobile social network platform, it is still in the stage of relying on capital investment, and the profit model of sustainable development has not appeared.In academic circles, because of the emerging nature of mobile social network platform of picture, few scholars study its nature, and the research on its profit model is even rarer.The profit model is the guarantee of the healthy development of a platform, so this paper studies the composite profit model of the picture mobile social network platform.First of all, the development of picture mobile social network platform and existing problems are studied, and the development environment, development situation, typical examples and existing problems of domestic picture mobile social network platform are obtained.It is concluded that there are three stages, that is, financing stage, aggregation stage and profit stage, and then puts forward that the domestic picture mobile social network platform is still in the stage of unsustainable development of profit model.The case study shows that the existing profit model and its advantages and disadvantages at home and abroad.Then, take WeChat and Weibo as an example to study the profit model of mobile social network platform, and study the common and different attributes of mobile social network platform and picture mobile social network platform.The profit model of the suitable mobile social network platform is used for reference in the picture mobile social network platform, and the existing profit model of the picture class mobile social network platform is extended to form its implementable combined profit model.Finally, the concept of combined profit model is proposed, and the participating roles in the profit model value chain of picture mobile social network platform are obtained.From a systematic point of view, this paper puts forward four elements of the combined profit model: product positioning, value acquisition, target customer, resource acquisition, and then studies the construction methods and characteristics of the four elements.Get picture class mobile social network platform portfolio profit model.And taking nice, a pictorial mobile social network platform, as an example, the basic attributes of users, behavior preferences, internal resources of the company, user basis and other data information are obtained through questionnaires and interviews.Verify the above picture class mobile social network platform combination profit model rationality.For the domestic picture class mobile social network platform, played a reference role.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F49

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