微博井喷式发展动力何在?——从用户特征角度分析中国微博发展的动力因素  

Motivation behind the explosive development of micro-blogging

作　　者：孙强 黄蓓蓓[1] 

机构地区：[1]北京大学新闻与传播学院

出　　处：《广告大观（理论版）》2010年第6期45-53,共9页Journal of Advertising Study

基　　金：教育部哲学社会科学研究重大课题攻关项目"互联网等新媒体对社会舆论影响与利用研究"的子课题--"中国互联网使用者的结构与行为特征研究"部分成果

摘　　要：微博作为一个新的传播平台、媒介产品,对人们的日常生活、表达方式、媒介使用等方面的影响越来越大。本文尝试从微博核心用户特征的角度展开分析,通过构建微博主动用户的logistic模型对其用户特征进行定量分析,从人口统计变量、社会变量、人格与心理变量以及技术体验变量四个维度对微博核心用户的特点进行详细分析与描述;从用户特征和族群特点两个方向,挖掘微博主动用户的独特营销价值与扩散价值,分析这些价值对微博发展产生怎样的影响。通过分析本文发现,微博核心用户具有明显的营销价值和巨大的扩散能力,这对解决国内微博目前发展的两大瓶颈——营销价值开发与用户群进一步扩充有重大意义。由此得出结论,微博核心用户对微博产品的发展有巨大推动作用,用户因素是微博日后发展的关键影响因素。Micro-blogging is one of star services in Web 3.0 Era.Micro-blogging products have got a prompt growth in a half-year since Sina Micro-blogging service was launched in August 2009.The number and sort of Micro-blogging product raises and user scale achieves a significant growth in a short time.As a new communication platform and media service,Micro-blogging is changing the ways of domestic Internet users＇ daily life and also influences their expression and media usage preference.What drives domestic Micro-blogging to grow so promptly？ What is the key factor in its growth？ Scholars are mainly answering these questions via the technical characteristics of the micro-blogging.This paper attempts to provide anther answer by analyzing the features of core users first.By building a Logistics model,we are able to quantitatively analyze the demographic variables,social variables,personality psychological variables and technical experience variables,to get a big picture of the core users＇ detailed analysis and description.On the basis of the integration of these user characteristics,this paper further explores the unique marketing value and proliferation value of Micro-blogging to check what impact these values has brought to it in both directions of user identity and community.This paper finds by analysis that Micro-blogging core users have significant marketing value and a great ability to spread,which is greatly helpful to the current development of domestic Micro-blogging.It is good to help to solve its two bottleneck problems：to further expand Micro-blogging＇s user scale quickly and to transform its service model success into business success.Thus we conclude that the core uses of Micro-blogging are playing an essential role in promoting the new Internet application service.

关 键 词：微博 核心用户 价值 发展动因 

分 类 号：F49[经济管理—产业经济]