基于层次分析法的SNS网站盈利模式研究

发布时间：2018-01-02 01:05

本文关键词：基于层次分析法的SNS网站盈利模式研究　出处：《北京邮电大学》2012年硕士论文　论文类型：学位论文

【摘要】：伴随WEB2.0技术平台的出现,国内外SNS网站快速发展,网站数量、用户数量迅速增长。SNS网站的发展使其成为众多学者的研究热点,在实现SNS网站盈利最大化的驱动下,寻找一套合理有效的SNS网站盈利模式便显得尤为重要。本文在盈利模式的选取方法上进行创新：以生命周期理论为基础,运用层次分析法选择当前生命周期阶段的各层级盈利指标,采集用户数据,从用户视角确定SNS网站盈利模型中各个末梢指标的权重,进而为SNS网站发展提供建议。本论文主体分为研究方法选取、各层级盈利指标选取、确定末梢指标间权重、盈利模式分析四部分。研究方法选取部分：综述国内外相关方向研究方法,趋利避害,确定以生命周期理论为基础,运用层次分析法的论文研究方法。各层级盈利方向(指标)选取部分：综述国内外著名SNS网站盈利方向(指标),以人人网为例,结合当前所处生命周期,依次选取目标层、中间层、末梢层盈利方向(指标)。确定末梢指标间权重部分：设计用户调查问卷,获取用户对各末梢盈利指标的认知信息,分析用户信息可信度,从用户视角确定SNS网站盈利模型中各个末梢指标的权重。盈利模式分析部分：当前生命周期阶段对网站影响最大的末梢指标可给网站带来最显著的收益,应为网站推动的重点,对网站盈利影响稍低的末梢指标次之。本文将层次分析法引入到盈利模式研究中,相比文献阅读法、对比分析法盈利指标选择更为全面、系统。另生命周期理论的引入使指标间权重的确定更具针对性,从而提高了论文研究结果的可信度。
[Abstract]:With the emergence of WEB2.0 technology platform, the rapid development of domestic and foreign SNS website, the number of websites and the number of users are growing rapidly. The development of SNS website makes it become the research hotspot of many scholars. In the realization of SNS website profit maximization driven. It is very important to find a reasonable and effective profit model of SNS website. This paper innovates the method of choosing profit model: based on life cycle theory. The AHP is used to select the profit index of each level in the current life cycle stage and to collect the user data to determine the weight of each end index in the profit model of SNS website from the perspective of the user. Then provide advice for the development of SNS website. The main body of this paper is divided into four parts: the selection of research methods, the selection of profit indicators at all levels, the determination of weights among the endings, and the analysis of profit models. The selection of research methods: review the relevant research methods at home and abroad, seek advantages and avoid harm, determine the life cycle theory as the basis, use the analytic hierarchy process of the paper research methods. Each level profit direction (index) selection part: summarizes the domestic and foreign famous SNS website profit direction (index, take Renren net as an example, unifies the current life cycle, selects the target layer, the middle layer in turn. End layer profit direction (index). Determine the weights between the endings index: design a user questionnaire to obtain the users' cognitive information about the profit index of the endings, and analyze the credibility of user information. From the perspective of users, determine the weight of each end index in the profit model of SNS website. The profit model analysis part: the most significant profit can be brought to the website by the end index which has the biggest influence on the website in the current life cycle stage, which should be the focus of the website promotion. On the site profit impact slightly lower peripheral indicators followed. This paper introduces Analytic hierarchy process (AHP) into the study of profit model, compared with the literature reading method, the comparative analysis of profit index selection is more comprehensive. In addition, the introduction of life cycle theory makes the determination of weights between indicators more targeted, thus improving the reliability of the research results.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F49;F224

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