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密级:学校代码:10075分类号:学号:20100761文学硕士学位论文学位申请人:孙志云指导老师:胡连利教授学位类别:文学硕士学科专业:新闻学授予单位:河北大学答辩日期:二〇一三年五月ClassifiedIndex:CODE:10075U.D.C.:NO:20100761ADissertationfortheDegreeofM.ArtsAnalysisofRenren’sprofitmodelCandidate:SunZhiyunSupervisor:Prof.HuLianliAcademicDegreeAppliedfor:MasterofArtsSpecialty:JournalismUniversity:HebeiUniversityDateofOralExamination:May,2013摘要I摘要随着互联网的飞速发展,人们的信息需求、信息消费方式开始发生显著变化,SNS也开始受到更多的关注。在经历了门户时代对新闻信息的简单获取,搜索时代对海量信息的狂热追逐之后,人们开始有了新的信息焦虑和困扰,信息过滤成了迫切需要,而以“人”为节点进行信息传递的SNS,使得人们开始期待其在应付互联网信息过载方面或许能有所作为。人人网是一家综合性的互联网集团公司,它及沟通社交平台、社交化电子商务、网络游戏等多种应用和多元化业务为一身。人人网成立之初的名字为“校内网”,成立于2002年11月,后于2010年12月改名为人人网。经过十多年的努力,人人网不仅在美国上市,而且成为中国互联网行业最具影响力的企业之一。人人网是六度分割理论在网络世界的实践。人人网将现实当中的人际关系进行挖掘开发,在网络上为现实当中的同学、朋友、家人等建立了一个可以互相保持联系的平台,而且在这个平台上,每个人不仅可以和自己熟悉的人成为好友,彼此相互关注,还可以和朋友的朋友成为好友,结交到新朋友,拓展自己的交际面和好友范围。人人网作为现实社会交往的网络延续,其存在和出现有着一定的必然性。文章通过对网站的传播特征、社会功能、运营现状进行分析,主要从早期的网站自身的营销推广和后期的盈利模式两方面来作为文章的研究重点,指出人人网作为社交网站的成功之处,同时也面临着一系列的问题,如何增加用户的粘度,提供更好的社交网站体验,增加用户量,提高盈利收入,提出了解决问题的新思路和方法。关键词人人网营销盈利模式AbstractIIAbstractWiththerapiddevelopmentoftheInternet,people’sinformationrequirementsandtheirconsumptionpatternsoftheinformationhavebeguntochangeobservably.SNSalsobeginstoreceivemoreattention.Peoplebegintohavenewinformationanxietyandtroublesaftertheyhaveexperiencedthesimpleostentationofnewsinformationintheportalageandthefanaticalchaseofmassinformationinthesearchage.Soscreeninginformationbecomesanecessary.SNSwhichconveyinformationbasedonthenode“people”makespeoplebegintoexpectthatitwillmakeadifferenceondealingwiththeoverloadoftheinternetinformation.RenrenisacomprehensiveInternetGroupcompany,containingcommunicationplatform,socializede-commerce,onlinegamesandotherapplicationsanddiversifiedbusiness.Renrenwasfirstestablishedas“xiaonei”inNovember2002,andchangeditsnametoRenreninDecember2010.Aftermorethan10yearsofeffort,RenrennotonlylistedintheUnitedStates,butalsohasbecomeoneofthemostinfluentialcompaniesinChina'sInternetindustry.RenrenisthepracticeofSixDegreesofSeparationtheoryinthenetworkworld.Renrendredgesuptherealityinterpersonalrelationship,buildingaplatformthatcanmakeclassmates,friends,familieskeepintouchwitheachother.Onthisplatform,everyonecanbecomefriendswithpeopletheyarefamiliarwith,paycloseattentiontoeachother,andtheyalsocanmakefriendswithpeopleoftheirfriend's,sothattheycanmakenewfriend,expansiontheircommunicationandfriendrange.Conductedasaninternetcontinuationoftherealisticsocialintercourse,Renren’sexistingandappearancehavecertaininevitability.ThispaperwillpointoutthesuccessfulaspectsofRenrenwhichworkedasasocialnetworksiteandalsosomeproblemsitfacesbymeansofanalyzingitspropagationcharacteristics,socialfunctionandoperatingstatus,inwhichthepapermainlyfocusesonitsearlymarketingpromotionofthesiteitselfanditslatterprofitmodel.Furthermore,thispapercomesupwithnewtrainofthoughtsandsolutionsonhowtoincreasethedependenceoftheusers,providebetterexperiencesofsocialnetworkingsite,increasethenumberofusersandimprovetheprofitincomes.KeywordsRenrenwebsiteMarketingProfitmodel目录III目录第1章绪论······················································································································11.1研究目的及意义·······································································································11.1.1理论意义············································································································11.1.2现实意义············································································································11.2研究现状···················································································································21.3主要研究方法及创新点···························································································31.3.1研究方法············································································································31.3.2创新点················································································································3第2章人人网的成长与拓展··························································································42.1人人网的理论起点···································································································42.1.1“六度分割理论”的现实实践·········································································42.1.2现实社交的缺失网络线上的心理弥补···························································42.1.3营销资本的投放································································································52.2人人网的实践拓展···································································································72.2.1实名制注册····································································································72.2.2多媒体的传播技术····························································································82.2.3隐私性和自主性为前提的传播内容·································································9第3章人人网盈利模式列析························································································103.1广告盈利成为网站收入重要部分·····································
本文标题:人人网盈利模式探析
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