Outline

  • Abstract
  • Keywords
  • 1 Introduction
  • 2 the 7c Framework
  • 3 Examples of Online Social Networks
  • 4 Business Models for Online Social Networking Sites?
  • 4.1 Primary Revenue Models
  • 4.2 the Five Forces Model
  • 4.3 Analysis of Ning.com Using the Five Forces Model
  • 5 Summary and Future Work
  • References

رئوس مطالب

  • چکیده
  • کلید واژه ها
  • 1 مقدمه
  • 2 چارچوب 7C
  • 3 نمونه هایی از شبکه های اجتماعی آنلاین
  • 4 الگوهای بازرگانی برای سایت های اجتماعی آنلاین
  • 1.4 الگوهای سود اولیه
  • 2.4 الگوی نیروهای پنج گانه
  • 3.4 آنالیز Ning.com با استفاده از الگوی پنج نیرو
  • 5 مرور و فعالیت های آینده
  • منابع

Abstract

In the world of e-marketing, new business models are frequently introduced, and new trends have started to emerge. One such latest trend is social networking websites, many of which have attracted not only large number of users and visitors, but also online advertising companies to place their ads on the sites. In this paper we explore online social networking as a new trend of e-marketing. We first examine the online social network as a new form of web-based services, and compare social networks with other representative web-based services by using the 7C framework. We then analyze social networking from a business strategy point of view, by creating a business model for online social networking sites using Porter’s Five Forces Model. We also discuss the primary revenue models that may be used by organizations and companies providing online social networking services.

Keywords: - -

Conclusions

Our analysis of the primary revenue models indicates that advertisements, affiliate programs, and subscription-based services remain the main source of revenues for social networking websites. The larger the number of people using an online social network service, the more revenue may be generated for the service provider.

The Five Forces analysis reveals that, in order for an online social network site to remain competitive, it must provide innovative and quality services to recruit new users and retain existing members. The quality of services and features that a service provider provides will determine whether people would be hooked to the social networking site. Also revealed by the analysis is the fierce competition in the online social networking industry. More online social networking services are now giving their members some referral points for referring friends to the service. In the future online social networking sites may integrate other services, such as selling products, into their business model, in order to generate revenue.

This paper represents our work in progress in the area of analyzing online social networking services using existing business models. We plan to extend the existing model (e.g., the 7C framework) to accommodate other types of social networks, such as Wikipedia.com, where collaboration among participants makes it unique and different from other social networking sites. Additional interface elements such as collaboration may need to be added to extend the 7C framework to accommodate all types of online social networking services.

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