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Study On The Profit Model Of Open Social Media Platform

Posted on:2021-03-07Degree:MasterType:Thesis
Country:ChinaCandidate:Y D YanFull Text:PDF
GTID:2428330614471028Subject:audit
Abstract/Summary:PDF Full Text Request
It has been 25 years since the emergence of the Internet in China.The rapid development of science and technology provides Internet enterprises with a new direction of development.But at the same time,how to adapt to the emerging new changes to maintain sustainable profitability has become the focus of its attention.In the field of social media,the key to the success of the platform is how to build a user centered profit model.With the wide application of social platforms and the continuous closure of microblogging services by homogeneous products,Sina Weibo,as the most successful representative of China's open social media platforms,has failed to achieve further growth in profitability.At present,most of the research on the profit model of China's Internet platform is focused on those head Internet enterprises,and the analysis only based on the theory of profit model elements.Therefore,based on the value chain theory and Slywotzky's theory of profit model elements,this paper takes Sina Weibo as the research object to study how the open social media platform represented by Sina Weibo can achieve sustained and stable profit growth by optimizing profit model under the new development of Internet.To answer the core questions of this study,this paper first analyzes the business model of Sina Weibo for different users and summarizes the three major profit channels of Sina Weibo on this basis.Then it sorted out the transmission relationship between the information service flow of virtual value chain and the capital flow of physical value chain of Sina Weibo,and summarized the value-added process of its value chain.By analyzing the profit point,profit source and profit object,profit leverage and profit barrier of Sina Weibo's profit model,this paper summarizes the advantages and disadvantages of Sina Weibo's current profit model,and answers the question of what profit model Sina Weibo currently adopts.By analyzing the financial factors,this paper evaluates the profitability,quality and sustainability of Sina Weibo's profit model,and answers the question about the profitability of Sina Weibo's profit model.Combined with the analysis of this paper,it provides suggestions for the optimization of Sina Weibo's profit model.Through the study,it is found that Sina Weibo actively stimulates content output and content quality improvement in order to break through the bottleneck of profit growth,but at the same time,it also shows some shortcomings such as excessive dependence on a single profit point,the development of active users,the low efficiencyof stimulating profit source transformation,the impact of advertising quality on user experience,and the impact of competitive pressure with new platforms on business strategies.Therefore,it is necessary to:(1)maintain the core link of the value chain by maintaining the balance between advertising and user experience;(2)expand the horizontal value chain by improving the interaction of users and giving full play to the advantages of the public opinion discussion platform;(3)better integrate the vertical value chain by reducing offline marketing activities by giving full play to the advantages of online platform;(4)create big data analysis Create new profit growth points by means of platforms and overseas markets.This paper studies the profit model of Sina Weibo,enriches the lack of theoretical research on the profit model of social media platform,and provides reference for the development of other Internet social platforms.
Keywords/Search Tags:Profit Model, Open Social Media Platform, Value Chain
PDF Full Text Request
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