综合型虚拟社区的发展模式及其商业价值研究——以天涯虚拟社区为

南京财经大学硕士学位论文综合型虚拟社区的发展模式及其商业价值研究——以天涯虚拟社区为例姓名：吴清玲申请学位级别：硕士专业：统计学指导教师：凌迎兵20060401Iweb1web2.023IIAbstractAlongwithnetworktechnologystartingandtheInternetdevelopment,theconceptofvirtualcommunityenterspeople'sfieldofvision.therapiddevelopmentofvirtualcommunityattackstoeachaspectofthepeople’slivingandworking.Theconceptofvirtualcommunityisoppositetotheconceptofentitycommunity.Peoplewithcommoninterests,experiences,specialtiesandsimilarbackgroundshareinformation,helpeachothereventradewitheachotherviainternet.Thevirtualcommunity'svigorousdevelopmenthascausedthetheorist’sandenterprise'sattention.Astotheoperatorofvirtualcommunityhowtomaintainthevirtualcommunitymember'sinteractionexchange,attractmorenewmembers,howtousetheformidablecohesiveforceamongmembersandtheplatformcoherencytofindoutitscommercialvalue,aswellaschoosingwhatkindofbusinessmodeltoincarnateitscommercialvaluebetterinthevirtualspaceandtheplatformwithsuchhighlyhumanspiritsandstronginteraction,isaproblemworthdiscussedandwithfeasibility.ThisresearchfirstcarriesonthereviewtotheInternetindustrydevelopment,sumuptheresearchesaboutvirtualcommunitybyforeigndomesticscholars,discoveredthatdomesticscholarsdidtheresearchesaboutvirtualcommunitymainlybaseonsociologicalandthemanagementstudyangle.Theoriginaldatatheyusedintheanalysisismainlybythewayofputtingouttheresearchquestionnaire.thesourceofdatafromrealwebsiteusedinsomeresearchesisthedataofuser’sbehavioronsomekindoftopics.ItisbychancenearlyablankthatTheresearchesstudyonuserpartialbehaviorofthelarge-scalecomplexcompositivevirtualcommunitybyusingtruelogdataofuser’sbrowsingwebsites.thishasmadeuptheflawofdomesticstudiesinthisaspect.Secondlythisresearchdescribesthedevelopmentmodelsofvirtualcommunitiesandforecastswhichkindofdevelopmentmodelofthevirtualcommunitywouldbeinthefuture.ThethirdThisresearchthenanalyzestherealdataoftheTIANYAvirtualcommunitywiththemethodsofsingledimensionrelationshipanalysisaswellasthewebbrowseflowanalysisofdatamining.Thisresearchstudiesonthecharactersofthevirtualcommunitymembersandtheirfavorsofthewebsiteversionblockandpagestodiscoveritscommercialvalueandunderstoodmember'sdemand.BasedonthisstudyunifyingtheInternetactualdevelopmentconditionandthetechnology,thisresearchmakessuggestionsonitssustainabledevelopmentIIIbusinessmodel,attemptstosolvethefeasibleproblemonthebusinessmodelwhichpuzzlesthevirtualcommunityoperators.formsthefollowingconclusions:1Thedevelopmentpatternofcompositivevirtualcommunityistoformtheflatformtoprovideserviceswiththeweb2.0characteristicproducts,togatheruserswhocanfullyexhibitindividualities.2Thecompositivevirtualcommunityhasformedthecommunitywebsiteminutenumerousadvertisementvalue,theenterprisemarketingvalue,thee-commercevalue,infinitemultiplicationservicevaluebecauseofitssufficientusers,thestableusercolonies,aswellasthekindsofindividualityservicesprovidedtotheusers.3Alongwiththenetworktechnologydevelopment,thecompositivevirtualcommunity'sfuturedevelopmentpatternwillbeavirtualcommunitywithadefinitesubject,enormousinteractionbetweentheuserandthecommunity,frequentbetweentheuserintercommunionsamongusers,goodinteractionsbetweentheuserandthemerchant,thebalanceofinformationsandfunctions,smoothdevelopmentofe-commerce.Keyword:Virtualcommunityuserdemandcommunionandinteractioncommercialvaluebusinessmodeldevelopmentmodel11.1Hagel&Armstrong,1997,wikichinarenebayweb2.021.2webweb1.3CNNIC20062006630123005450788,4003webIDweb1.42005:2006300020032006200642006web2.01.520043500604003051idIIIIII1.61.6.1(1)web2.0(2)1.6.21000Ip3005000PV/3640072.12.1.1InternetUCLASRI196910292230ARPAnet1973ARPANet1978TCP/IP41983ARPANetMILNetDCAARPANetTCP/IPInternet1991CERN().(TimBerners-Lee)(WorldWideWeb)()1993.(MarkAndreesen)MosaicNetscapeNavigator2.1.2[EB/OL]35[EB/OL][EB/OL]:[EB/OL][EB/OL]8TCP/IPNCFC(TheNationalComputingandNetworkingFacilityofChina19941994420Internet1994521(CN)NCFC1986619933(E-mail)Internet19944199619944InternetTCP/IPInternetChinaNetCERnetCSTnetChinaGBnet1996201997CNNIC2006720066301.2545019.4%19.5%2,950,50091.3%788,400214,175MInternet3InternetInternetInternet2.1.3200663012300[EB/OL]95450788,400250015009006004000CNNIC200120062-1CNNIC26504580680087001030012300020004000600080001000012000140002001.062002.062003.062004.062005.062006.062-1200120062.22.2.1virtualcommunityvirtual,,(JohnHagel)(ArthurGarmstrong),,,Rheingold(1993)10virtualcommunityBalasubramanianMahajan(2001):1)2)3)4)5)/().:CLUB(2001):(2001)2.2.2web1.0web2.01.02.0Web2.0..web2.0----BBSwikiBloggerDonWEB2.0Web2.0FlickrCraigslistLinkedinTribesRyzeFriendsterDel.icio.us43Things.comBlogTAGSNSRSSwikixmlajaxWeb1.0Web2.011/rssClientServerWebServicesWeb1.0HTMLWeb2.0Web2.0web2.0web2.0web2.0web2.0googleflickrsnipshotwordpressbspbloggerwikipediawritelywikijotspotdiggyoutubepandoraweb2.0web2.0web2.0RSS2005RSSWebFoxmail6.0RSSgoogleWikiwikiweb2.021cnweb2.0web2.020051(BlogChina)(Blogdriver.com)7AccelPartners(MOP)10008GraniteGlobalVentures(GGV)MobiusVentureCapitaBessemerVenturePartner(BVP)1210125011(Blogcn)IDGGranite10001220ZCOM2.3web2.0web2.0133.13.1.1(2