| In the1970s, United Nations Educational, Scientific and Cultural Organization(UNESCO) proposed that human society is progressing towards learning society. Since then, many countries have been creating learning social activities. In China, the16th National Congress of the Communist Party of China put forward a slogan that Chinese should carry out learning social activities and were encouraged to take part in universal learning and lifelong learning. This requires that we are able to access to information and communication timely, accurately and appropriately, which has become one of the decisive factors accounting for the success in social competition.Meanwhile, with the fast speed of development of technology, hundreds of thousands of netizens are exchanging and sharing various information with friends or strangers on internet, which leads to the rise of a variety of network information exchange platforms. Because of its advantages such as fast, easygoing and effectiveness, micro-blog is one of the most important communicating tools, which does not only contain news, entertainments and common knowledge but also show the leading edge of information and well-known inspiration and insight of every walk of live about lives and popular events. However, many researches indicate that we cannot be optimistic to fully utilize the advantage of micro-blog for knowledge exchange. So we have to deal with these urgent questions on these issues like how to effectively access to and share information, and after that how to make innovation.In the dissertation, we make a comprehensive analysis of existing research and summarize the defects of previous research. Based on that, we think systematically and decide to combine the theoretical research and empirical research. Many theories such as Information Science, Media Studies, Behavioral Psychology and Management Science are combined with existing knowledge exchange theory and micro-blog to make in-depth analysis of the intrinsic mechanism, mechanism of action and impact factors of knowledge exchange of micro-blog. Moreover, we propose some management strategies, which are believed to improve the effect of the communication of micro-blog and achieve the goal of making use of micro-blog rationally.This paper consists of eight chapters as the following statements:The first chapter focuses on the research background and significance, research review and survey, states a clear idea and method, and gives the innovations of this paper.The second chapter focuses on the theoretical basis. We compile the relevant literatures; define the concepts of micro-blog, knowledge exchange and related concepts; recall their development.The third chapter studies the modes and modes of knowledge exchange. We summed up the traditional modes of knowledge exchange and modern modes of network of knowledge exchange. An overall network of information exchange was depicted. We also gave a description of the feedback process from one node to another one. In fact, when information reaches one node, it does not only produce feedback but also pass to other nodes divergently, which forms a circle network of information exchange. Finally, we can get several characteristics of network of information exchange, which is fundamental to analyze the mechanism after that.The fourth chapter studies the inner mechanism of knowledge exchange among micro-blogs, involved four elements such as the main body of the micro-blogging knowledge exchange, content, channels and effects. And then we analyzed the relationship between these elements and interactions. Through the internal mechanism of the study, we get a complete knowledge exchange system, the interaction of the various elements of the system, the operation of the protection system. In this process of knowledge exchange, both sides alternately play the role of the sender and recipient of knowledge, which contains the knowledge transfer process more than one time. This pass by-one to the exchange of knowledge of the subject and the object tends toward fusion into the same one, resulting in the formation of a good interaction among network of knowledge exchange of micro-blogging, which not only promote the exchange of knowledge between the main exchanges, and improve the efficiency of knowledge transfer.The fifth chapter descripts the mechanism of knowledge exchange among micro-blog’s studies. In this chapter, we analyze the micro-blogging knowledge exchange motives, obstacles, function and purpose. Issuing from the core basic functions and extending the important functions, the micro-blogging knowledge exchanges can achieve four functions:the micro-blogging knowledge exchange basic function-the exchange of information, that is, from the point of view of information science to explore the micro-blogging significance; micro-blogging knowledge a virtual social function-to build and maintain the majority of the Friends of Bo interpersonal network; another important function-the micro-blogging knowledge exchange to achieve a certain economic value; cultural function-to create a public exchange of knowledge exchange yet a real cultural environment.The sixth chapter studies the empirical analysis of micro-blogging knowledge exchange effects. Starting from the embedded perspective and personal behavior, we study the influencing factors of the micro-blogging knowledge exchange, learn from existing social capital embedded in the theory of motivation theory and individual behavior, and sum up seven influencing factors of the micro-blogging knowledge exchange like network-centric, network links strength, trust, individual areas of expertise, achievements of the needs, rights, needs and pro-and demand. According to the relationship between the influencing factors and the exchange of knowledge micro-blogging, micro-blogging exchange impact model and assumptions were proposed. To prove the assumption is substantiated, knowledge exchange on micro-blogging need to do empirical analysis. Then the following results were obtained:in the micro-blogging knowledge exchange process, the individual at the center plays an active role in the exchange of knowledge; knowledge exchange in micro-blogging process, the coupling strength of the knowledge exchange between bloggers have a positive effect; in the micro-blogging knowledge exchange process, the trust relationship between the individual has a positive effect on the exchange of knowledge; in the micro-blogging knowledge exchange process, personal expertise on exchange of knowledge has a positive effect; the higher of personal achievement, the higher the degree of knowledge exchange in micro-blogging community; the higher personal power demand, the higher the degree of knowledge exchange in micro-blogging community; the higher personal pro and the higher demand in micro-blogging community, the higher the degree of knowledge exchange.The seventh chapter makes research and empirical study on mechanism of knowledge exchange in micro-blog community. We used the application of social network theory to analyze the relationship between micro-blogging knowledge exchange network nodes and node. And the social network is divided into the overall network and self-centered network, corresponding to the micro-blogging knowledge exchange network node position and role analysis. Through theoretical analysis and practical demonstration, we can see that the influence of the different position in the exchange of knowledge micro-blogging network node on the network are different; closely nodes constitute a cohesion subset, while a "bridge" role node in a different subset of communication plays a vital role. Network position and role are not separated from each other, they have interdependencies are associated. We think the study of the micro-blogging knowledge exchange structure mechanism is extremely important:both on a single node and the behavior of the entire group of actors, otherwise feelings and attitudes have an important impact too.The eighth chapter is micro-blogging knowledge exchange management strategy. In this part we summarize the proposed management strategy.The final chapter summarizes and outlook. In this part we summary the content and indicate the direction of future research prospects. |
