The Study On The Combined Profit Model Of Image Mobile Social Networking Platform

Image mobile social networking platform is developing rapidly in the past few years. Instagram as a representative of the foreign platform, its earnings revenues is more than 3 billion dollars in 2015 and the profit model is diverse. Due to the late development, the image mobile social networking platform is still in the stage of relying on capital investment, failed to show a mature profit model. In academia, since the image mobile social networking platform developed lately, there are few scholars studied for its properties and profit model. Profit model is a guarantee of a healthy development of the platform, so the research of image mobile social networking platform profit model has a realistic significance.First, the research describes present situation and existing problems of image mobile social networking platform development research, analyses the existing profit model and its advantages and disadvantages in China at present; the research analyses the development process of image mobile social network platform profit model, summed up the existing three phase, the financing stage, the user gathering stage and the profit stage, make a point that the current image mobile social networking platform does not yet exist the sustainable profit pattern. Case analysis shows current profit model and its advantages and disadvantages.Then, the research studies We Chat and Weibo as a case study on the profit mode of mobile social networking platform, gives the common properties and different properties of mobile social networking platform and image mobile social network platform, extends profit model of image mobile social networking platform.Finally, the research puts forward the concept of combined profit model and proposes four elements of combined profit model from the perspective of system, including positioning, value, customer and resources. And the research take nice app as an example to build a profit model framework. Through the way of questionnaire and interview, the research obtains user basic properties and user behavior preferences, as well as the basic information of the company’s internal resources and user basic information from the manager of nice app, which provide the data and facts for designing profit model. Ultimately, combining theoretical basis and data, the research verified the rationality of combined profit model of image mobile social network. The combined profit model plays a reference for more domestic image mobile social network platforms.