線上交友平台商業模式之研究─以亞洲領導品牌為例

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题名:	線上交友平台商業模式之研究─以亞洲領導品牌為例
作者:	郭明瑄;Kuo, Ming-Hsuan
贡献者:	高階主管企管碩士班
关键词:	線上交友;平台;商業模式;Online dating;platform;business model
日期:	2018-07-06
上传时间:	2018-08-31 14:30:40 (UTC+8)
出版者:	國立中央大學
摘要:	著智慧型手機的普及，社群網絡、通訊媒體的方便性與即時性也縮短了人與人之間溝通的距離，使得網路交友更為便捷容易。因應社交的需求，交友網站平台開始興盛。本研究透過個案分析，選擇亞洲主要三大品牌—Tinder、陌陌、愛情公寓做為研究對象，逐一探討其商業模式以瞭解其在網路交友產業能建立持久競爭優勢的原因。一、 Tinder(美國) 1. 顧客價值主張：”讓接觸你想認識的人，變得非常簡單及有趣” 2. 關鍵資源:良好的使用者經驗設計及技術,母公司背後的強大支持 3. 關鍵流程:遊戲化界面、簡易可信的註冊流程、降低被拒絕的恐懼 4. 利潤公式:進階版收費、廣告二、陌陌(中國) 1. 顧客價值主張：搭建寬泛社交平台擺脫陌生人社交定位 2. 關鍵資源:強大的技術支援平台、收購、廣告精準投放 3. 關鍵流程:豐富的社交場景模組化、多進階功能 4. 利潤公式 :直播、會員收入、遊戲收入三、愛情公寓(台灣) 1. 顧客價值主張：深耕「交友服務」市場 2. 關鍵資源:研發與創新、龐大的會員人數、品牌、異業結盟、籌資充實營運資金 3. 關鍵流程: 交友社群互動機制、以女性為訴求、多樣化消費方式 4. 利潤公式:會員付費使用加值服務本研究中，擁有廣大的使用者的網站經營者，必須藉「專業化」做差異化，成為立基市場。另導入”直播”雖帶來很大的獲利能力,但必須注意直播行為的管控，及其行銷內容，不偏離原有價值主張，達到永續經營的目標。;With the popularization of smart phones, the convenience and immediacy of social networks and communication media have also shortened the distance between people, making online friends more convenient and easy. In response to the needs of society, dating site platform began to flourish. Through case studies, the study selected Tinder, Momo, and i-Part, three major brands in Asia, as their research objects, and explored their business models one by one to understand why they can establish a lasting competitive advantage in the online dating industry. 1. Tinder (United States) i. Customer Value Proposition: “Make it extremely easy and fun to meet someone you want to know” ii. Key resources: good user experience design and technology, strong support behind the parent company iii. Key processes: gamified interface, simple and credible registration process, reducing the fear of rejection iv. Profit Formula: Advanced Edition Charges, Advertisements 2. Momo (China) i. Customer Value Proposition: Build a Broad Social Platform to Get Out of the Social Orientation of Strangers ii. Key resources: a powerful technical support platform, acquisitions, and accurate ad delivery iii. Key processes: rich social scene modularization, multi-level features iv. Profit formula: live broadcast, membership income, game revenue 3. i-Part (Taiwan) i. Customer Value Proposition: Deepening the "Dating Service" Market ii. Key resources: R&D and innovation, huge membership, brand, alliance with different industries, fundraising iii. Key processes: Dating community interaction mechanism, women′s appeal, diverse consumption methods iv. Profit formula: Members pay for the use of value-added services In this study, website operators who have a large number of users must use “professionalization” to differentiate themselves and become market bases. Although the introduction of "live" has brought great profitability, it must pay attention to the management and control of live broadcasting, and its marketing content, without deviating from the original value proposition and achieving the goal of sustainable development.
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