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Web 2.0 Communities: Geschäftsmodellanalyse und Erfolgsfaktoren

Web 2.0 Communities: Geschäftsmodellanalyse und Erfolgsfaktoren

          
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About the Book

Web 2.0 Communities haben in kürzester Zeit immense Mitgliederanstiege verbuchen können, weil die Internetnutzer hier in die Lage versetzt werden, ohne Zeitverzögerung miteinander zu kommunizieren und zu interagieren, um ihr Bedürfnis nach nach Kontaktpflege und Neugier zu befriedigen. Insbesondere die sozialen Netzwerke, wie z.B. Facebook, integrieren verschiedene Formen von sozialer Software und bieten den Nutzern die Möglichkeit, sich virtuell darzustellen und sich miteinander zu vernetzen. Dieser Erfolg zieht unweigerlich renditeorientierte Investoren an, die dieses Phänomen durch den vorhandenen Hype verstärkt als vielversprechende Investitionsmöglichkeit betrachten. Detaillierte Informationen über das Nutzerverhalten und deren Sympathien, kombiniert mit intelligent programmierten Algorithmen scheinen die Ware des Web 2.0 zu sein, mit der sich Geld verdienen lässt. Bisher konnten diese hohen Renditeerwartungen aber nicht erfüllt werden, da erste Erlöse nach hohen Fixkosten für Entwicklung und Netzaufbau erst nach einiger Zeit erzielt werden können. Zusätzlich werden weder potenzielle Erlösquellen voll ausgeschöpft, noch wird nicht genug in innovative Technologien investiert, die die Kommunikation und die Nutzerbindung mit verschiedenen Methoden fördern können. Diese Untersuchung stellt an Hand eines Lebenszyklusmodells zuerst phasenabhägige Erfolgsfaktoren dar, bevor mit Hilfe eines Fragebogens nutzerseitige Motive und Zahlungsbereitschaften für soziale Web 2.0 Communities analysiert werden. Die Ergebnisse zeigen, dass die Nutzer im Rahmen ihrer Kontaktpflege eine Vielzahl von technischen Features gebrauchen, persönliche Daten bereitstellen würden und eine grundsätzliche Zahlungsbereitschaft für diese Dienstleistungen durchaus vorhanden ist. Die alleinige Konzentration auf Werbung reicht allerdings nicht aus, um ein nachhaltiges Geschäftsmodell zu entwerfen. Auch Werbung wird in diesem Zusammenhang eine mäßige Wirkung attestiert. Sinnvoller können diverse innov


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Product Details
  • ISBN-13: 9783836692502
  • Publisher: Diplomica Verlag Gmbh
  • Publisher Imprint: Diplomica Verlag Gmbh
  • Height: 254 mm
  • No of Pages: 108
  • Series Title: German
  • Sub Title: Geschäftsmodellanalyse und Erfolgsfaktoren
  • Width: 178 mm
  • ISBN-10: 3836692503
  • Publisher Date: 14 Jun 2010
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 204 gr


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