【摘要】：自從2003年效仿美國(guó)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(guó)廣泛流行起來(lái)。它巨大的市場(chǎng)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(lèi)具有良好發(fā)展前景的新興產(chǎn)業(yè)，凸顯著獨(dú)特的商業(yè)價(jià)值。 婚戀交友網(wǎng)站，通常是指借助網(wǎng)絡(luò)傳播平臺(tái)為用戶提供尋找愛(ài)情、婚姻伴侶服務(wù)的一種專(zhuān)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(jìn)步以及網(wǎng)民的不斷發(fā)展擴(kuò)大而發(fā)展起來(lái)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(duì)象。在相關(guān)概念的界定和理論的梳理基礎(chǔ)上，簡(jiǎn)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(guò)實(shí)證，對(duì)用戶的使用體驗(yàn)進(jìn)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(guó)婚戀交友網(wǎng)站的盈利模式并在此基礎(chǔ)上借鑒臺(tái)灣和美國(guó)婚戀網(wǎng)站的成功經(jīng)驗(yàn)，進(jìn)一步對(duì)我國(guó)婚戀交友網(wǎng)站的盈利模式作以探索。最后，總結(jié)我國(guó)婚戀交友網(wǎng)站現(xiàn)階段存在的問(wèn)題，并嘗試提出合理化意見(jiàn)。希望能對(duì)婚戀交友網(wǎng)站的研究作微薄補(bǔ)充。 通過(guò)對(duì)我國(guó)婚戀交友網(wǎng)站用戶的需求和使用體驗(yàn)分析，以及與臺(tái)灣、美國(guó)成功婚戀交友網(wǎng)站的對(duì)比，總結(jié)出我國(guó)婚戀交友網(wǎng)站的問(wèn)題主要集中在用戶資料的安全誠(chéng)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(duì)以上問(wèn)題，，筆者提出，中國(guó)婚戀網(wǎng)站必須減少對(duì)會(huì)員收費(fèi)的依賴，開(kāi)拓廣告收入、APP應(yīng)用開(kāi)發(fā)經(jīng)營(yíng)者的利潤(rùn)分成等多渠道盈利模式。而提高用戶黏性是實(shí)施以上盈利模式的成功關(guān)鍵。所以，筆者認(rèn)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(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：F49

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