基于生态位理论的国内社交媒体市场竞争研究

随着各种社交媒体平台的蓬勃发展,其市场格局也不断变化,各社交媒体间的竞争也变得激烈。借助于整合生态位理论范式和"使用与满足"理论,通过问卷调查采集经验数据,揭示当前国内社交媒体竞争图景。研究发现:在QQ空间、新浪微博、微信三类社交媒体中,微信拥有的受众资源最广,能在更大程度上满足受众需求,但微信的强势发展并不会对新浪微博产生竞争排斥;新浪微博和QQ空间由于资源相近,两者间的竞争较激烈;三类社交媒体都拥有自己的优势资源。在激烈的市场竞争环境下,拓宽生态位,资源的差异化使用,不断满足用户新的需求,将是未来社交媒体发展的核心竞争力。

With the development of various social media platforms, the market structure is constantly changing, and competition between various social media has become intense. Using niche theory and the ＂uses and gratifications＂ theory as the theoretical framework, this paper tries to reveal a picture of the current social media competition. The study shows that Wechat had the widest audience resource, and can meet the needs of the audience to a greater extent. But strong development of Wechat does not produce a substitute for competition on Sina-Weibo. The competition between Sina-Weibo and Q-zone are very intense, because they have similar resources. But the three kinds of social media have their own advantages. Widening the niche, using resources in different ways and meeting the new needs of users are the core competitiveness of the future development of social media.