| In stressing the importance of e-business, Bill Gates once said:"In the 21st century, you will do e-business or no business."As globalization and the information revolution advance, a whole new Internet-based service market has shaped up, giving rise to enormous opportunities for online service providers. However, operators of the Social Networking Service ("SNS") as a new interpersonal communication channel in modern society have to cope with increasingly complex challenges. To survive and thrive in the market, SNS Web sites have to be more far-sighted, innovative, and competitive than never before.Birthday Network Services Co., Ltd. Changsha ("Birthday Network") is a specialized SNS operator. Having undergone the dramatic launch-bubble-bottom process as many other online service providers, Birthday Network is being threatened by major challenges brought about by market changes, competition from legions of service providers including foreign SNS giants, and changes in the internal management system. It is necessary to study the external and internal environments, design and implement an effective operation model that can help Birthday Network acquire and maintain competitive advantages, and grow into a better future.This paper starts by examining the relevant strategic management theory and describing the research methodology used by the author. It then analyzes the current conditions and characteristics of the social networking market in China, studies several SNS models developed abroad, looks into the features peculiar to the SNS market, and stresses the strategic importance of the SNS market. By reviewing the history of Birthday Network and its strategies in difference development stages and analyzing its value chain, competitiveness, human resources and financial strength against the most rational and practical theory, the author explores several earning models meaningful to Birthday Network, identifies the strategy essential to its growth, and draws up its strategic goals, growth plans for different stages and implementation measures. Finally, the author points out some focuses and difficulties in management and recommends a solution to ensure a successful execution of its new operation model. |
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