社交网络的市值通常要高出它们的交易额和资产负债总数很多倍。这也就意味着,投资者在做出购买决定时,考虑的不仅仅是对未来收益的期许,还有对社交网络无形资产的肯定,社交媒体的品牌价值就从很大程度上代表着这些无形资产。对于消费品品牌这样的“普通”品牌来说,一旦消费者因为品牌的特定产品或服务愿意出超额价格购买商品,那该品牌的价值就能立即实现。
However, it is not necessarily the users of social networks that are the customers in this case, but also the companies that place paid ads on the platforms and benefit from user information. As a consequence, company and brand value is created only when the social networks and their information can be used commercially. In other words, the higher the awareness and the diffusion rate of social media brands and the trust they generate, the stronger and more valuable they are.
然而社交网络却不同。对于社交媒体来说,消费者不仅仅有用户,还有在平台上放置付费广告并从用户信息中获益的公司。因此,只有当社交网络和信息用于商业用途时,社交媒体的品牌价值才能实现。换句话说,社交媒体的全球认知度越高,品牌和产生的信任感扩散速度越快,该品牌的实力就越强大越有价值。
The unstoppable rise of "exotic" brands
“外来”品牌增长势头锐不可挡
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