国内SNS网站盈利模式研究-工商管理专业论文.docxVIP

万方数据 万方数据 摘要 摘 要 SNS 网站是一种供用户交流的社交网络平台。SNS 网站兴起于美国，短短几 年时间风靡全球。最具代表性的美国 SNS 网站是 Facebook 和 myspace,拥有全世界 数亿的注册用户。国内的 SNS 网站从 2008 年以来发展迅速，以人人网、开心网为 代表的 SNS 网站发展壮大，国内 SNS 市场异常火爆。SNS 网站逐渐融入了人们的 主流生活，SNS 网站的商业价值日益显著。因此，研究国内 SNS 网站的盈利模式 对行业的发展起着引导作用。 本文研究国内 SNS 网站的主要盈利模式，本文认为如何吸引用户、黏住用户 以及让用户变现是 SNS 网站发展的关键，准确的市场定位、不断创新及盈利模式 是重中之重。同时，国内 SNS 网站存在的问题是同质化严重、用户流失及盈利模 式不清晰等方面。针对这些问题，本文提出了相关策略：为用户创造价值、建立 良好的口碑、精准和互动营销、发展增值服务。本文紧跟国内 SNS 网站的发展方 向，力求做到真实反映问题，加强研究的现实意义，希望能给国内 SNS 网站的发 展起到借鉴作用。 关键词：SNS，盈利模式，网络营销 I ABSTRACT ABSTRACT The SNS web site, which is orginated in the United States, is a social network for users to exchange the platform, and it became popular in the world in a very short period of times. The most representative American SNS sites are Facebook and myspace, which have hundreds of millions of registered users in the world. The SNS website in China expanded rapidly since 2008, and the domestic market is unusually hot with the representatives of SNS websites, that is Renren and Kaixin. With the integration with our life, the business value of SNS website is becoming increasingly significantmore. Therefore, the study of profit model to SNS site will be the guidance for the development of whole industry. This paper studies the profit model of the domestic SNS site. The author consider the keys for the development of the SNS website as how to attract the users, stick users and make the users relizable. Meanwhile, the main problems for the domestic SNS websites are serious homogeneity, lossing of users and unclear profit models. To solve these problems, the author put forward the relative tactics which are creating values for users, establishing a good reputation, precise and interactive marketing and developing value-added services. This article follows the development direction of domestic SNS sites, strives to be truly reflect problems, strengthen the research of practical significance, hope this aiticle can be used for reference for the development of the domest