【摘要】：自從2003年效仿美國婚戀交友網(wǎng)站的成功模式，婚戀交友網(wǎng)站以雨后春筍般的速度在我國廣泛流行起來。它巨大的市場潛力和用戶規(guī)模沖擊挑戰(zhàn)著傳統(tǒng)的婚戀交友模式，形成了一類具有良好發(fā)展前景的新興產(chǎn)業(yè)，凸顯著獨特的商業(yè)價值。 婚戀交友網(wǎng)站，通常是指借助網(wǎng)絡(luò)傳播平臺為用戶提供尋找愛情、婚姻伴侶服務(wù)的一種專業(yè)性網(wǎng)站。它伴隨著信息革命的普及，網(wǎng)絡(luò)傳播技術(shù)、安全技術(shù)和支付手段的不斷進步以及網(wǎng)民的不斷發(fā)展擴大而發(fā)展起來的。它是SNS(社交網(wǎng)站)的特殊分支。 本文選三家有行業(yè)代表性的婚戀交友網(wǎng)站為研究對象。在相關(guān)概念的界定和理論的梳理基礎(chǔ)上，，簡述婚戀交友網(wǎng)站的發(fā)展現(xiàn)狀。然后從婚戀交友網(wǎng)站的用戶需求入手，通過實證，對用戶的使用體驗進行深入的分析和研究，證明婚戀交友網(wǎng)站存在的合理性。緊接著分析歸納總結(jié)目前我國婚戀交友網(wǎng)站的盈利模式并在此基礎(chǔ)上借鑒臺灣和美國婚戀網(wǎng)站的成功經(jīng)驗，進一步對我國婚戀交友網(wǎng)站的盈利模式作以探索。最后，總結(jié)我國婚戀交友網(wǎng)站現(xiàn)階段存在的問題，并嘗試提出合理化意見。希望能對婚戀交友網(wǎng)站的研究作微薄補充。 通過對我國婚戀交友網(wǎng)站用戶的需求和使用體驗分析，以及與臺灣、美國成功婚戀交友網(wǎng)站的對比，總結(jié)出我國婚戀交友網(wǎng)站的問題主要集中在用戶資料的安全誠信、服務(wù)內(nèi)容的形式化和缺乏有效盈利模式三方面。針對以上問題，筆者提出，中國婚戀網(wǎng)站必須減少對會員收費的依賴，開拓廣告收入、APP應(yīng)用開發(fā)經(jīng)營者的利潤分成等多渠道盈利模式。而提高用戶黏性是實施以上盈利模式的成功關(guān)鍵。所以，筆者認為保證用戶交友環(huán)境的安全性和優(yōu)化服務(wù)是當(dāng)務(wù)之急。
[Abstract]:Since 2003, following the successful model of American dating website, dating website has been widely popular in our country. Its huge market potential and user scale impact challenges the traditional dating model, forming a new industry with good development prospects, highlighting the unique commercial value. Dating website usually refers to a professional website which provides users with the services of finding love and marriage partners by means of network communication platform. It has been developed with the popularization of the information revolution, the continuous progress of network communication technology, security technology and payment means, as well as the continuous development and expansion of Internet users. It is a special branch of SNS. This article chooses three industry representative dating websites as the research object. Based on the definition of related concepts and theory, this paper briefly describes the development of dating website. Then from the user needs of dating website, through the empirical analysis and research on the user's use experience, to prove the rationality of the existence of dating website. Then it analyzes and summarizes the current profit model of dating websites in our country and draws lessons from the successful experiences of Taiwan and the United States on the basis of which it further explores the profit model of dating websites in China. Finally, this paper summarizes the problems existing in the dating website and tries to put forward some reasonable suggestions. Hope to be able to make a meager supplement to the research of dating website. Based on the analysis of the users' needs and experience of dating websites in China, and the comparison with the successful dating websites in Taiwan and the United States, it is concluded that the problems of dating websites in China are mainly focused on the safety and integrity of users' data. The formalization of service content and the lack of effective profit model. In view of the above problems, the author puts forward that Chinese marriage websites must reduce their dependence on members' fees and develop multi-channel profit models such as advertising revenue and profit sharing of app application development operators. Improving user viscosity is the key to the success of the above profit model. Therefore, the author believes that it is urgent to ensure the security of user-making environment and optimize service.
【學(xué)位授予單位】：上海師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F49

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本文編號：2250613