基于双边市场理论的微博营销平台-研究

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1、硕士学位论文AbstractMicro_bloggingmarketing，insholrt，isageneraltennthatenterprisesreleasemelatestinfomationonbusinessorproducts，buildbrandinterfaceandhaVereal-timeinteractionwithcons啪ersandsoonthroughmicro-blogging．Itcannotonlyhelpente叩risesgaineconomicprofits，butalsohelpsolvepublicrelationproblemsand

2、strengmenemotionalconnectionwimcustomersintimethroughtheplatform．WiththerapidincreaSeofdomesticmicro-bloggingusersandente叩rises，spacefordeVelopmentofmicro．bloggingmarkethaSbecomeincreasingIyprominent．Micro_bloggingseⅣiceoa’eredbymicro-bloggingseⅣicepr0ViderhaSbecomeanew妯ndofsocialmediaplatfonn，a

3、nimpon_antlinkbe铆eenente叩riseaJldpublic，having哆picalch2uraucteristicsofbilateralmarket．Ont11eonehand，therearemoret11antwobndsofusers，majlllyindividualusersandenterprisesusers，andt11erecanberealexchangebetweenthesetwousers．Ontheotherhalld，bilateralmarketformicro．bloggingmarketingplatf-0nnhaSf宅an_

4、lresofcross．networkextem甜ities锄dmulti-platflomlaccess．MeaIlwhile，micr0-blogplatfomlpricingmodelismainJyafI’ectedbyplatfoHndeVeIopcycleaJldotherf．actors，forex锄ple，tllepriceelaStici妙ofbilateraJusers，cross。net、Ⅳorkextemalities，Marginalcostwhengrowingup．Ithastotakeconsiderationoftherealstateandi11fl

5、uenceofeachf．actori11di航rentstagetomal(eareaSonable研cingmodel-andinmetimeofinfonnationexplosionandcontenthomogenei够，thecompetitionbetweeneachmajnpartofplatformisbecomingmoreintense，011ly也ecomprehensiVeimplementofdi能rencecompetitioncanobt2Linsustainabledevelopmentpo、ver．Tllroughtlleanalysisofuser

6、sc“e，pricingmodel，a11dcompetitionwaysofsinamicro-blog．Theresultisthat：thepladb锄isindi衢culties1ikeweaknessofuserawaureness，1agof皿cingmodel，insumcientofcompetitionwaysaJldsoon．Thus，inordertooptimizeandpromotethedevelopmentofmicro-blogplatfom，、ⅣehavetocaLrryoutthemicro-blogusermanagement，impIemento

7、fdi丘Ierentialpricingandinnovationofcompetitionways．Keywords：Micro-bloggingMarketingpla咖rmT1wo—sidedmarket基于双边市场理论的微博营销平台研究目录湖南大学学位论文原创性声明与学位论文版权使用授权书⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．I摘要⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．IIAbstract⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯