Research On The Commercial Value Creation Of Social Media Platform Based On A Case Study Of Weibo

When the Mobile Internet Era comes, the social media platform, such as Facebook, Twitter, Weibo or Wechat, has grown rapidly and burst out of the unprecedented social influence and commercial value. These companies have not only brought in the revolutionary improvements in quantity and efficiency of information spreading, and also unified the content spreading and commercial transactions in the same virtual space. By providing a variety of interactive experiences and scenes, the huge commercial value began to keep floating out of the water.Based on the summary of the evolution path of the media commercial value creations, the theoretical hypothesis of the commercial value creation of social media platform are presented. This paper takes Weibo as the research object and collects and organizes the basis, sources, detailed practices of the information spreading, commercial services, customer resources and ecosystem. Then, on the basis of summarizing its value recreation, user identification, virtual scene structuring of transaction and profit transformation process, the paper tests its hypothesis and puts four main findings:technology is the foundation to match up the enterprise abilities and the customer demands; the social media platform’s boundaries keep changing while commercial value creation develops; value system recreation always goes with the organizational reform; ecosystem value co-creation is a combination of information, sharing and interactive scenes. The relative hypothesis are confirmed and some management highlights are provided.The main conclusions are as following:First, the commercial value creation of social media platform comes from the continuous adaption, coordination, development between the technology and the value sources and value recognitions of the firms. They become the center of the ecosystem by multiple value creation activities, and realize the value co-creation between the platform and other stakeholders in the system; Second, the commercial value creation of social media platform is a continuous development process of the firms’self-knowledge in value creation and the value recreation; Last, the ecosystem value creation of social media platform is a collaborative development process in commercial value creation which refers to a three-dimensional space involves information spreading, business services and customer resources.