【正文】 , 指導(dǎo)教師 年 月 日 負責(zé)教師 年 月 日 III 摘 要 是以 Blog、 TAG、 SNS、 RSS、 wiki 等社會軟件的應(yīng)用為核心，依據(jù)六度分隔、 xml、 ajax 等新理論和技術(shù)實現(xiàn)的互聯(lián)網(wǎng)模式；其注重用戶的交互作用，用戶既是網(wǎng)站內(nèi)容的消費者（瀏覽者），也是網(wǎng)站內(nèi)容的制造者。作為社交平臺的 SNS 給其用戶提供評論，音頻，視頻，日志分享等功能，滿足了用戶對交友及日常交際的需求。 本文對 SNS 網(wǎng)站的整體環(huán)境做了介紹，并從用戶使用的角度上分析了國內(nèi)外 SNS網(wǎng)站的發(fā)展。然后以中國最成功的 SNS 網(wǎng)站案例 校內(nèi) 網(wǎng)為例對 SNS 的推廣和盈利策略做了很好的詮釋。 關(guān)鍵詞 : 電子商務(wù) 盈利模式 推廣策略 IV Abstract is a inter model posed with socializing application such as, Blog, TAG, SNS, RSS, wiki, etc. and materialized by new conceptions and techniques such as, 6degree separation, xml, ajax, etc. It emphasizes interaction of Inter users, they are information consumers and they are also producers of information. Nowadays many of websites belong to SNS website, such as online charting, socializing, videos sharing, bloging, podcasting, and music sharing, etc. As social panel, SNS provides with ments, music, videos and logs sharing to its users, and SNS meets users requirement of daily social activities. University intra users are students whose real names are registered. The intra is a panel provides students with event news, logs sharing and socializing. This text introduced SNS website generally, and have analyzed the development of SNS websites from view of users domestically and internationally. It focused on SNS website promotion strategy and benefitting policy. Furthermore it chose the most successful SNS website as an example to analyze. Finally it described the future develop trends of SNS website. Keywords: Emerce Profit model Promotion Strategy V 目 錄 前 言 .............................................................................................................................. 1 1 SNS 現(xiàn)狀調(diào)研與分析 .................................................................................................. 2 SNS 概念 ................................................................................................................ 2 SNS 的簡介 ................................................................................................... 2 SNS 的發(fā)展史 .................................................................................................. 3 SNS 的技術(shù) ...................................................................................................... 4 SNS 的六度關(guān)系理論 ...................................................................................... 4 SNS 現(xiàn)狀分析 ........................................................................................................ 5 SNS 用戶特征分析 .......................................................................................... 5 SNS 用戶需求分析 .......................................................................................... 5 SNS 網(wǎng)站現(xiàn)狀分析 .......................................................................................... 7 SNS 發(fā)展和應(yīng)用 .................................................................................................... 8 2 SNS 推廣策略分析 .................................................................................................... 10 SNS 推廣戰(zhàn)略分析 .............................................................................................. 10 分析需求吸引 “點 ”用戶 ................................................................................ 10 線上擴大網(wǎng)站知名度爭取 “面 ”用戶 ............................................................ 10 尋找領(lǐng)袖 “點 ”用戶 ........................................................................................ 10 線下爭取 “面 ”用戶 .........................................................................................11 SNS 的推廣方法及分析 ...................................................................................... 12 軟文營銷 ....................................................................................................... 12 好友邀請營銷 ............................................................................................... 12 口碑營銷 ....................................................................................................... 13 事件營銷 ....................................................................................................... 13 友情鏈接 ....................................................................................................... 13 郵件群發(fā) ....................................................................................................... 13 活動營銷 ....................................................................................................... 14 廣告 ............................................................................................................... 14 3 SNS 盈利模式分析 .................................................................................................... 15 VI 廣告模式 .............................................................................................................. 16 分眾性 ........................................................................................................... 16 活動性 ........................................................................................................... 17 虛擬性 ........................................................................................................... 17 AVATAR 模式 .......................................................................................................... 18 會員收費模式 ...................................................................................................... 19 接入社區(qū)網(wǎng)站收費模式 ...................................................................................... 20 增值服務(wù)模式 ...................................................................................................... 21 無線增值 .......................................