評估社群網站價值模型之研究

Abstract

近年來，伴隨資訊科技進展，Web 2.0服務蔚為網路世界主流。其中社群網站(Social Network Sites)為眾多Web 2.0服務中最成功的模式之一。但因社群網站若干特殊性質，如何衡量社群網站價值亦為亟待解決之問題。 若將社群網站比擬為企業；網站會員比擬為顧客，則一些商業上之價值衡量模型即可能適用於社群網站。顧客爭取、顧客挽留、以及顧客拓展決定了企業長期利潤。而上述要素亦為社群網站成功與否之關鍵。 顧客終身價值(Customer Lifetime Value)模型為行銷學上計算顧客價值之利器，本研究欲利用此模型衡量社群網站價值。然而，直接將顧客終身價值模型應用於社群網站實非易事，故本研究將修改並重新定義此模型若干變數。 本研究亦利用此模型實際對一家台灣社群網站「Unis」進行模擬。縱然結果尚非完善，研究仍指出本議題未來可能探討方向。

Web 2.0 services are acknowledged as the leading online trend. Since mid-2007 Social Network Sites (SNSs) have become an extremely successful component of Web 2.0 services . However, the characteristics of social networks services make evaluation inherently problematic. If a social network website is representative of a company, meaning that the members are its customers, a social network website model appears compatible with certain business models. Customer Acquisition, Customer Retention and Customer Expansion determine the long-run profitability of a firm. Social network websites are faced with similar considerations. The present research proposes a model based on Customer Lifetime Value (CLV) model, a marketing metric measure of customers’ value, to determine value in SNSs. However, it is not easy to directly apply them to a social network website. This research will transform Customers Lifetime Value into a non-monetary index, and establish the model as a self-supported cycle. The model is implemented to simulate the value of a social network website based in Taiwan. Though the results are found wanting in some respects, they remain suggestive of fruitful avenues to explore in future research.