博客聚合类网站盈利模式研究.pdf

摘 要 博客兴起以来，博客用户群体的商业价值越来越收到人们关注。对于博客 盈利的探索从未停止，博客网站在寻找商业化运作模式上作出了上述种种尝试 和努力，但博客网站目前都仍处于亏损状态。博客聚合网站的兴起为博客盈利 开创了一种新的模式。 本文通过对博客聚合网站的研究总结出博客聚合网站的盈利模式，从对博 客聚合类网站盈利模式的要素分析谈起，从盈利源、盈利点、盈利对象、盈利 杠杆和盈利屏障，系统分析了博客聚合网站的盈利模式。得出博客聚合网站的 盈利模式是一种开拓性的、可借鉴的盈利模式。同时，结合盈利模式参与的三 方，即广告商、个人博客、博客聚合网站的参与动因，得出博客聚合网站这种 盈利模式得以持续发展的重要动力因素。为现在博客营销所面临困境找到了一 条可能性的出路。 对博客聚合类网站的支撑体系进行分析，结合个别博客聚合网站的案例， 得出了博客聚合网站得以持久发展的支撑条件。同时结合以往博客相关网站的 盈利模式，对目前博客聚合类网站运营特点进行总结分析。得出博客聚合网站 的盈利模式体现了网络营销和博客营销一些特点，同时表现出了其不同之处。 关键字：博客聚合网站；盈利模式；动力机制 1 Abstract Since the prosperity of the blog, the business value of blog user groups receive more attention. The exploration of how to use blog to make many has never stopped. Although blog site made all the efforts to look for business operation mode, but many blog sites are currently at a loss. The prosperity of Blog-collecting site create a new model. This paper summed up the Blog-collecting site profit model .Begin with the Analyze of the profit model element, involved the profit model, the source from the profit, profit-making points, profit targets, profit leverage and profitability barriers. As a conclusion, Blog-collecting site profit model is a pioneering model, we can learn something from the model. Meanwhile, combined with the three parts of the profit model, advertising company, personal blog, Blog-collecting site, we can come to the conclusion that these elements can be an important driving force of sustainable development factors. It provides a way out for the present blog marketing. Blog-collecting site support system is analyzed. Combined with the previous Blog-collecting site profit model, the current Character of Blog-collecting site was analyzed.