微博的盈利模式分析-新浪微博

1本科毕业设计（论文）微博的价值发掘与盈利模式分析--以新浪微博为例学院管理学院专业电子商务年级班别学号学生姓名指导教师吴学雁2012年05月09日2摘要2009年8月中国最大的门户网站新浪网推出“新浪微博”内测版，成为中国门户网站中第一家提供微博服务的网站。微博因其的即时性、大众性而在很多新闻、公共事件中有较为突出的表现。目前，国内关于微博的研究有很多，方向也各异，但是完整的阐述了微博的发展历程、运营原理、传播作用等问题的系统文章还很少，而大都是集中在单一问题的短篇研究上。本文首先回顾了微博的缘起，其中包括最早的Twitter及其发展以及之后以新浪微博为代表的中国的微博网站在国内的发展。其在此基础上分析了新浪微博的价值功能和运营模式，包括其技术基础和运营过程，另外还分析了新浪的微博盈利模式存在的问题以及解决方案，并且运用了“马斯诺需求层次理论”提出了合理的建议方案。在本文的最后，提出了关于新浪微博未来盈利模式的一些具体的方案。关键词:微博，价值发掘，马斯诺需求层次理论，盈利模式注：本设计（论文）题目来源于教师的省级科研项目，项目编号为：2011B070300112。注：本设计（论文）题目来源于自选。3AbstractIt's15August2009thatSina.com，thebiggestPortalinChina,releaseditsSinaMicroblogforinternaltestandthenbecamethefirstPortalwithtwitterservice.Twitterkeepsremarkableperformanceinmanynewsandpubliceventsbecauseitsinstantaneityandpopularity.Nowadaystherearecountlessdomesticresearchesontwitterusingvariousmethodswhichmostlyfocusonsingleissuebutstilllackingcompleteelaborationaboutitsdevelopment，marketingandeffectofcommunication.Firstlythispaperlooksbackontheoriginoftwitter，includingthedevelopmentofearliestmicro-blogandthegrowthofSina-MicrobloginChina.Onthisbasisananalysisonthetechnicalfoundationandthemarketingmodelismade.AdditionallywehaveanalysistheSina-Microproblemsoftheprofitmodelandraisesomesolutions,andweusetheMaslow'shierarchyofneedsputforwardsomereasonableproposals.Inthelast,wealsoputforwardsomedetailplansaboutSina-Micoblog'sprofitmodeltofuture.Keywords:twitter,microblog，Maslow'shierarchyofneeds，ProfitabilityAnal4目录1绪论.........................................................................................................................................11.1题目背景及意义...........................................................................................................11.2国内外研究状况...........................................................................................................11.2.1国外的状况.........................................................................................................11.2.2国内的状况.........................................................................................................21.3论文构成及研究内容...................................................................................................42微博的商业价值与盈利模式现状.........................................................................................52.1微博的商业价值...........................................................................................................52.1.1微博对企业的商业价值.....................................................................................52.1.2微博对个人的商业价值....................................................................................62.2微博的盈利模式...........................................................................................................72.2.1广告收入.............................................................................................................72.2.2企业用户收费.....................................................................................................82.2.3即时信息和深度信息收费.................................................................................92.2.4运营商分成.......................................................................................................102.2.5开发以“名人”为核心的衍生产品...............................................................102.3微博现存的问题.........................................................................................................112.3.1微博产品还不够完善，活跃用户相对较少..................................................112.3.2碎片化文本日益累积.......................................................................................112.3.3尚未明确的盈利模式.......................................................................................112.3.4信息内容过度娱乐化.......................................................................................123新浪微博的发展现状...........................................................................................................133.1新浪微博的基本情况.................................................................................................133.1.1新浪微博的个人用户特征...............................................................................133.1.2新浪微博在我国的领先地位...........................................................................133.1.3新浪微博的定位和现状...................................................................................143.2新浪微博目前的盈利模式.........................................................................................153.2.1新浪微博推出的“微币”业务.......................................................................153.2.2新浪微博推出的收费的“微号”业务...........................................................163.2.3新浪微博增值收费服务--短信微博业务........................................................173.2.4广告...................................................................................................................173.3当下的盈利模式遇到的问题.....................................................................................183.3.1用户数量较低...................................................................................................183.3.2用户价值主张未充分实现..............................