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本文以客户价值的分析框架为基础,探讨新浪微博会员制在实现客户的功能价值、情感价值和社会价值三方面的表现。结论认为,会员制的部分特权一定程度上满足了用户需求,但有些功能或因与其他积分等级体系重叠,或因设计上的考虑不周,导致激励效果并不明显。会员制应该抓住用户的核心需求,扩充和延伸会员制特权。本文最后从发挥比较差异、提高集聚水平、注重衍生创新三个方面提出了加强新浪微博会员制激励作用的建议。
Based on the analysis framework of customer value, this article explores the performance of Sina Weibo member system in realizing customer’s functional value, emotional value and social value. The conclusion is that the partial privileges of membership system to some extent to meet the needs of users, but some features or because of overlapping with other points of hierarchy, or due to poor design considerations, resulting in incentive effects are not obvious. Membership system should seize the core needs of users, to expand and extend membership privileges. In the end, the paper puts forward suggestions on how to strengthen the incentive role of Sina Weibo member system by comparing the differences, raising the level of agglomeration and focusing on derivative innovation.