社会性软件的商业模式分析

中南民族大学硕士学位论文社会性软件的商业模式分析姓名：肖明华申请学位级别：硕士专业：企业管理指导教师：余序洲20050515I34IIIIIAbstractTakingawideviewofthedevelopmentprocessofInternetofourcountry,Internetprofessionisarealm,whichisfullofinnovativevigor.Theemergenceofthesocialsoftwareisanobvioussign.Whetherthesocialsoftwarecanreallyraisetheupsurge,canreallymakeacontributiontoGDP,theexcavationofitsbusinessvalueisakey,Andtheexcavatingandrealizingofthebusinessvaluedependsontherationaldesignandinnovationofbusinessmodel.Thistextjustaccordingtotheviewpoint,throughtosocialsoftwaredefinitionandroleactedintheinterneteconomy,setupthebusinessmodelanalysisframeofthesocialsoftware,andthentodevelopsomedescriptiontheirfuture.Thefocalpointoftheresearchofthistextisshownasthefollowingthreepointsmainly:1.ThevaluefoundationanalysisofthesocialsoftwareThevaluefoundationanalysisofthesocialsoftwareistherootthatthebusinessvalueofthesocialsoftwareexcavates;itisthesourceofitsbusinessmodelanalysis.ThistextsetsoutfromclassicalworkCapitalofthevaluetheory,combinetheattributethatthesocialsoftwareserve,proposeitsvaluestemsfromvalueappreciationandvalueshiftsoramortizesmainly,Probeintosocialcapitalhowmakesocialabstractvalueofsoftwarecanbespecifieddeepfurther.Dividedintotwomajorpartsmainlyaboutthis:Apartisthecooperativevalue,itincludingcooperationconsumption,cooperationfinance,cooperationproduce;Anotherpartisthebusinessvalue,itincludesthemarketingvalueofpublicpraiseandadvertisingvalue.2.TheconstructionofthebusinessmodeanalysisframeofthesocialsoftwareThistextbasedonbusinessmodelanalysisframethatbesetupbyOsterwalderandPigneur,combiningtherelatedcontentsandthevaluefoundationanalysisofthesocialsoftware,setsupthebusinessmodelanalysisframeadaptedtothesocialsoftware.Thisanalyticalframemainlyincludesthefollowingfourparts:(1)Themanagementenvironmentalanalysisofthesocialsoftware,thesocialsoftwareisasakindofnewthings,itisnecessarytoconsidertwomajorfactor:competitiveenvironmentandconsumptionenvironment.(2)Lookingfortheniche,thismainlysolvestarget'sproblemofvalueandvaluecontentproblem,thenicheisdifferent,thecontentandserviceofferedwillbedifferent.(3)TheindustrychainanalysisthatconfirmtherelationbetweensubjectandobjectIVinvalue.Thestructuralandsystematicanalysisprovidesusapathofsciencetoanalyzethebusinessmodelofthesocialsoftware.(4)Theprofitmodelanalysisthatconfirmsvalueisretrieved.Itisanalyzedtoconfirmmainlyincomeandprofitsourceofthesocialsoftware.Whetherthereisasetofclearthinkingofprofit,itiscriticaltoenterprise'slong-termdevelopment.Meanwhile,industrychainandprofitmodelhavecloserelation,distributionofinterestsmechanismthatrelationembody,industryofchaindeterminethemodeoftheprofit,Andindustrychainandprofitmodehaveakindofdynamicdeductioncharacteristic,whenincorporatethenewcooperativepartnerintheindustrychain,perhapsthewholeprofitmechanismwillchangetoo.Astothis,thistextregardsabstractvalueofthesocialsoftwareandconcretevalueasthetheorytosupport,haveproposedtheadvertisingmodel,sponsormodel,appreciationservicemodelandcooperationsubsidiarymodel.3.ThefuturedevelopmentanalysisofthesocialsoftwareThesocialsoftwareisatakindofexplorationstageatpresentasakindofnewthings,howtheprofitrealizesisthemostcriticalproblemofperplexingitsdevelopment.Shoulddiscussthefuturedevelopmentformofthesocialsoftware,therealizationofitsprofitwillbetorunthroughthethreadofthewholestory.Thistextprovethroughrelevanttheoryandrealexampleanalysis,pointoutsocialsoftwarewithhorizontaltointegrateandverticaltoexcavatefororbitofdeveloping,tomaximumexcavateandrealizethebusinessprofitofthesocialsoftware.Amongthemthehorizontalintegrationhasstressedtwopointsmainly:oneisthatthecustomerquantityistheessentialcompetitioncapitalofsocialsoftwareplatform;theotheristoperfecttheproducts,strengthencooperation.Equally,verticalexcavationalsoincludestwopoints:Promotetherelationqualityofthesocialnetworkandexcavatepurchasingpowereconomy.Keyword:socialsoftware;businessmodel;businessvalue;cooperationvalue1______211SprintInternetInternetWallopGDP2Granovetter3PaulTimmersMichaelRappaAmit&ZottAllan&ChristopherOsterwaldePigneur4SWOT562ETCon(EmergingTechnologiesConference)ClaySherkyTomCoatesSocialSoftwareSocialSoftwareWilliamDavies..(2003.10)-2210..2001.53514EverettRogersJohnHagelIIIArthurG.Armstrong..1997.95615cyworldcyworldHot&SweetSkinGoogleAdsenseGoogle“”“”“”19OsterwalderPigneur“”“”OsterwalderPigneurOsterwalderPigneur202342155.1107blog2004712/16.1%5-1043.4%10-3030.1%10.6%3022iResearch-2004120035010QQUCPOPOQ23TOM-SkypeMSNVIMQQ70%QQMSN11%2171732004745.3%37.1%5.2Niche24B2BB2BQQ25QQMSNPCWindowsQQMSN20304050Yahoo36026WAPMSNMMSWAPB2CC2C5.3“”“”“”“/”2720041231940070081