| dc.description.abstract | 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. | en_US |