The Research Of The Profit Model For Micro Blog

Weibo, as an emerging mass media form, has changed the traditional communication style of information, which has caused wide concern and discussion. Weibo has brought about huge commercial value to both individual users and enterprises. Individual people can use Weibo to complete multiple business-related activities while at the same time; enterprises can use it finish series of business practice. In this process, commercial value of Weibo, especially its ability to make profit, has been shown gradually. Currently, however, the development of Weibo business is unbalanced. On the one hand, Weibo media is very popular and has held a huge group of audience. On the other hand, owning to the confliction between high investment versus limited profitability, Weibo media has faced the embarrassing situation of the large amount of loss. Thus, in order to solve this problem, we need to integrate related economic principle to analyze the profit model and specific profit method. Finally, we can realize the sustainable development of Weibo.The profit model of Weibo, with focus on the creation of value, comprises five elements including profit point, profit object, profit source, profit lever and profit barrier. The inter-connection and interactivity is a significant requirement in constructing successful profit model of Weibo. At the present stage, the prevalent profit model of Weibo takes advertisement as the core profit point, enterprises and individual members as the main profit object, E-payment as pillar profit source, online activity as primary profit level and portal brand as supported profit barrier. In the process of formation and development of this profit model, three primary problems have shown:absence of key model elements, loosely organized model structure and unclear profit model as a whole. These problems can be ascribed to incomplete subdivision of Weibo industry, weak product barrier and unclear train of profit.Thus, in optimizing the profit model of Weibo, we should optimize elements in current profit model and optimize the connection between each element as well. In addition, it is also indispensable, even more important, to construct a feasible and detailed model profit. In the future of Weibo media, the current profit model which is purely based on advertisement should be changed. In current study, the author figured out at least five more profit model to achieve the sustainable development of Weibo media E.g. Charge on enterprises model, Individual custom made model, Value-added service model, E-commercial model...