中国婚恋网站的盈利模式研究及建议
发布时间：2018-09-19 16:03
【摘要】：自从2003年效仿美国婚恋交友网站的成功模式，婚恋交友网站以雨后春笋般的速度在我国广泛流行起来。它巨大的市场潜力和用户规模冲击挑战着传统的婚恋交友模式，形成了一类具有良好发展前景的新兴产业，凸显着独特的商业价值。 婚恋交友网站，通常是指借助网络传播平台为用户提供寻找爱情、婚姻伴侣服务的一种专业性网站。它伴随着信息革命的普及，网络传播技术、安全技术和支付手段的不断进步以及网民的不断发展扩大而发展起来的。它是SNS(社交网站)的特殊分支。 本文选三家有行业代表性的婚恋交友网站为研究对象。在相关概念的界定和理论的梳理基础上，，简述婚恋交友网站的发展现状。然后从婚恋交友网站的用户需求入手，通过实证，对用户的使用体验进行深入的分析和研究，证明婚恋交友网站存在的合理性。紧接着分析归纳总结目前我国婚恋交友网站的盈利模式并在此基础上借鉴台湾和美国婚恋网站的成功经验，进一步对我国婚恋交友网站的盈利模式作以探索。最后，总结我国婚恋交友网站现阶段存在的问题，并尝试提出合理化意见。希望能对婚恋交友网站的研究作微薄补充。 通过对我国婚恋交友网站用户的需求和使用体验分析，以及与台湾、美国成功婚恋交友网站的对比，总结出我国婚恋交友网站的问题主要集中在用户资料的安全诚信、服务内容的形式化和缺乏有效盈利模式三方面。针对以上问题，笔者提出，中国婚恋网站必须减少对会员收费的依赖，开拓广告收入、APP应用开发经营者的利润分成等多渠道盈利模式。而提高用户黏性是实施以上盈利模式的成功关键。所以，笔者认为保证用户交友环境的安全性和优化服务是当务之急。
[Abstract]:Since 2003, following the successful model of American dating website, dating website has been widely popular in our country. Its huge market potential and user scale impact challenges the traditional dating model, forming a new industry with good development prospects, highlighting the unique commercial value. Dating website usually refers to a professional website which provides users with the services of finding love and marriage partners by means of network communication platform. It has been developed with the popularization of the information revolution, the continuous progress of network communication technology, security technology and payment means, as well as the continuous development and expansion of Internet users. It is a special branch of SNS. This article chooses three industry representative dating websites as the research object. Based on the definition of related concepts and theory, this paper briefly describes the development of dating website. Then from the user needs of dating website, through the empirical analysis and research on the user's use experience, to prove the rationality of the existence of dating website. Then it analyzes and summarizes the current profit model of dating websites in our country and draws lessons from the successful experiences of Taiwan and the United States on the basis of which it further explores the profit model of dating websites in China. Finally, this paper summarizes the problems existing in the dating website and tries to put forward some reasonable suggestions. Hope to be able to make a meager supplement to the research of dating website. Based on the analysis of the users' needs and experience of dating websites in China, and the comparison with the successful dating websites in Taiwan and the United States, it is concluded that the problems of dating websites in China are mainly focused on the safety and integrity of users' data. The formalization of service content and the lack of effective profit model. In view of the above problems, the author puts forward that Chinese marriage websites must reduce their dependence on members' fees and develop multi-channel profit models such as advertising revenue and profit sharing of app application development operators. Improving user viscosity is the key to the success of the above profit model. Therefore, the author believes that it is urgent to ensure the security of user-making environment and optimize service.
【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F49
本文编号：2250613
[Abstract]:Since 2003, following the successful model of American dating website, dating website has been widely popular in our country. Its huge market potential and user scale impact challenges the traditional dating model, forming a new industry with good development prospects, highlighting the unique commercial value. Dating website usually refers to a professional website which provides users with the services of finding love and marriage partners by means of network communication platform. It has been developed with the popularization of the information revolution, the continuous progress of network communication technology, security technology and payment means, as well as the continuous development and expansion of Internet users. It is a special branch of SNS. This article chooses three industry representative dating websites as the research object. Based on the definition of related concepts and theory, this paper briefly describes the development of dating website. Then from the user needs of dating website, through the empirical analysis and research on the user's use experience, to prove the rationality of the existence of dating website. Then it analyzes and summarizes the current profit model of dating websites in our country and draws lessons from the successful experiences of Taiwan and the United States on the basis of which it further explores the profit model of dating websites in China. Finally, this paper summarizes the problems existing in the dating website and tries to put forward some reasonable suggestions. Hope to be able to make a meager supplement to the research of dating website. Based on the analysis of the users' needs and experience of dating websites in China, and the comparison with the successful dating websites in Taiwan and the United States, it is concluded that the problems of dating websites in China are mainly focused on the safety and integrity of users' data. The formalization of service content and the lack of effective profit model. In view of the above problems, the author puts forward that Chinese marriage websites must reduce their dependence on members' fees and develop multi-channel profit models such as advertising revenue and profit sharing of app application development operators. Improving user viscosity is the key to the success of the above profit model. Therefore, the author believes that it is urgent to ensure the security of user-making environment and optimize service.
【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F49
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本文编号：2250613
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