【作者】 陈妍妍；

【导师】 张庆普；

【作者基本信息】 哈尔滨工业大学 ， 管理科学与工程， 2016， 硕士

【摘要】 图片类移动社交网络平台发展迅速,国外以Instagram为代表,其2015年的盈利收入超过了30亿美元,并且盈利模式多样。而国内图片类移动社交网络平台由于发展较晚,尚处在依靠资本投资的阶段,未能出现可持续发展的盈利模式。学术界,由于图片类移动社交网络平台新兴性,较少有学者针对其性质进行研究,对其盈利模式的研究更是少见。盈利模式是一个平台健康发展的保障,因此本文对图片类移动社交网络平台组合盈利模式进行了研究。首先,对图片类移动社交网络平台的发展状况及存在问题进行研究,得到国内图片类移动社交网络平台的发展环境、发展状况、典型例子和存在的问题;总结提出存在三个阶段即融资阶段、聚集用户阶段和盈利阶段,进而提出国内图片类移动社交网络平台尚处于无可持续发展的盈利模式的阶段之中;案例分析得出国内外目前已有的盈利模式及其优缺点。然后,以微信和微博为例研究移动社交网络平台的盈利模式,研究移动社交网络平台与图片类移动社交网络平台的共同属性和不同属性,将适合的移动社交网络平台的盈利模式借鉴到图片类移动社交网络平台中,扩展图片类移动社交网络平台现有的盈利模式,形成其可实施的组合盈利模式。最后,提出了组合盈利模式的概念,得到图片类移动社交网络平台盈利模式价值链中的各个参与角色。以系统的角度,提出组合盈利模式的四个要素:产品定位、价值获取、目标客户、资源获取,依次研究四个要素的构建方法及特征,得到图片类移动社交网络平台组合盈利模式。并且以nice这个图片类移动社交网络平台为例,通过问卷调查、访谈的方式,获得用户基本属性、行为偏好、公司内部资源、用户基础等数据信息,验证了前面的图片类移动社交网络平台组合盈利模式的合理性。对国内的图片类移动社交网络平台,起到了借鉴作用。更多还原

【Abstract】 Image mobile social networking platform is developing rapidly in the past few years. Instagram as a representative of the foreign platform, its earnings revenues is more than 3 billion dollars in 2015 and the profit model is diverse. Due to the late development, the image mobile social networking platform is still in the stage of relying on capital investment, failed to show a mature profit model. In academia, since the image mobile social networking platform developed lately, there are few scholars studied for its properties and profit model. Profit model is a guarantee of a healthy development of the platform, so the research of image mobile social networking platform profit model has a realistic significance.First, the research describes present situation and existing problems of image mobile social networking platform development research, analyses the existing profit model and its advantages and disadvantages in China at present; the research analyses the development process of image mobile social network platform profit model, summed up the existing three phase, the financing stage, the user gathering stage and the profit stage, make a point that the current image mobile social networking platform does not yet exist the sustainable profit pattern. Case analysis shows current profit model and its advantages and disadvantages.Then, the research studies We Chat and Weibo as a case study on the profit mode of mobile social networking platform, gives the common properties and different properties of mobile social networking platform and image mobile social network platform, extends profit model of image mobile social networking platform.Finally, the research puts forward the concept of combined profit model and proposes four elements of combined profit model from the perspective of system, including positioning, value, customer and resources. And the research take nice app as an example to build a profit model framework. Through the way of questionnaire and interview, the research obtains user basic properties and user behavior preferences, as well as the basic information of the company’s internal resources and user basic information from the manager of nice app, which provide the data and facts for designing profit model. Ultimately, combining theoretical basis and data, the research verified the rationality of combined profit model of image mobile social network. The combined profit model plays a reference for more domestic image mobile social network platforms.更多还原