基于双边市场理论的微博营销平台研究

发布时间：2018-05-01 00:02

本文选题：微博 + 营销平台　；参考：《湖南大学》2014年硕士论文

【摘要】：微博营销，是指企业通过微博发布企业或产品的最新信息，构建品牌界面并与消费者即时互动等一切营销活动的总称。其功能不仅可以使企业获得经济利润，还可以通过与顾客及时沟通解决公关问题，强化情感联系。随着国内微博用户的迅速增长以及众多企业用户的进驻，微博营销的发展空间日益凸显。微博服务提供商所提供的微博服务已经成为一种新型的社会化媒体平台，连接企业与广大受众的重要纽带并具有典型的双边市场特征。一方面，微博营销平台中存在着两类或多类不同的用户，以个人用户和企业用户为主，并且这两类用户之间可以产生实际的交易关系。另一方面，微博营销平台双边市场具有交叉网络外部性和多平台接入的特性。微博营销平台定价模式主要受到平台发展周期以及双边用户的价格弹性、平台交叉网络外部性、成长时的边际成本等诸多因素的影响。制定合理的定价模式必须综合考量不同发展阶段下的实际情况和各个因素影响程度。并且在信息爆炸、内容同质化的当代，各平台主体之间的竞争愈加激烈，只有实施全面的差异化竞争方式才能为平台发展获得持续地发展动力。通过对新浪微博用户规模、定价模式、竞争方式三个指标的深入分析。分析结果显示：目前我国的微博营销平台面临用户意识不强、定价模式滞后、竞争方式不充分等困境。因此，必须着手启动微博用户管理、实施差异定价并不断创新竞争方式来推动微博营销平台优化发展。
[Abstract]:Weibo marketing refers to all marketing activities, such as publishing the latest information of enterprises or products, building brand interface and interacting with consumers instantly. Its function not only enables the enterprise to obtain economic profit, but also can solve the public relations problem and strengthen the emotional connection by communicating with the customer in time. With the rapid growth of Weibo users in China and the presence of many enterprise users, the space for the development of Weibo marketing has become increasingly prominent. Weibo service provided by Weibo service provider has become a new type of social media platform. It is an important link between enterprises and a wide audience and has typical bilateral market characteristics. On the one hand, there are two or more different types of users in Weibo marketing platform, mainly individual users and enterprise users, and the actual transaction relationship can be produced between these two types of users. On the other hand, the bilateral market of Weibo marketing platform has the characteristics of cross-network externality and multi-platform access. The pricing model of Weibo marketing platform is mainly influenced by the development cycle of the platform, the price elasticity of bilateral users, the externality of platform cross-network, the marginal cost of growing up and so on. In order to make a reasonable pricing model, we must consider the actual situation and the influence degree of various factors in different stages of development. And in the information explosion, content homogenization of the contemporary, the competition between the main body of the platform is increasingly fierce, only the implementation of a comprehensive differentiated competition mode can obtain a sustained development of the platform development power. Through the Sina Weibo user scale, the pricing model, the competition way three index thorough analysis. The results show that the current Weibo marketing platform in China is faced with difficulties such as weak user consciousness, lagging pricing model and insufficient competition mode. Therefore, it is necessary to start Weibo user management, implement differential pricing and constantly innovate competitive ways to promote the optimal development of Weibo marketing platform.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F224;F713.5

【参考文献】