| With the rapid development of community technology and the mature of community applications, the Internet is gradually entering the community era. The number of Internet consumers in community is larger than the instant messaging users, which means the application of community Internet is only inferior to the basic application e-mail of the Internet. SNS websites (Social networking service) also sprang up like mushrooms sprouting. The so-called SNS Web site refers to a general theory based on the Six Degrees of Separation established user relationship as the core social networking sites, which provides a variety of platforms, or tools to help people maintain or develop social relationships, to meet the people's social needs.Tongxue.com is one of the SNS website. Founded by Beijing Unlimited Network Technology Co., Ltd., it is an international, interactive community on the basis of the relationship of students. Tongxue.com, formerly known as the roster (FaceRen.com), is the most famous campus network through the Global Chinese. The site was born in May 2006 at Harvard University and at the same year in November it became the largest community of Chinese students. In March 2007, two doctoral students in America brought the Web site into the Chinese market and in November of the same year, it completed the strategic cooperation with Sell network under the umbrella of the Ministry Education's Web Site, and was officially launched in March, 2008 for the students alumni network, which includes instant messaging, virtual communities, Blog, Photo Album, all-day non-stop multi-lingual Internet radio stations, magazines, periodicals, and efficient network of interactive features in one community. Also it creates a strong combination of Sina video, a music, shutter instant messaging platform, is a true real-name system for interactive community. In this paper, student networks as object of study has two main objectives:First of all, a variety of different types of SNS websites are working hard to gather popularity in China industry competition in order to increase their market share. The Xiaonei Network, The Kaixin network, The Lily and some other major network sites have achieved different leadership positions respectively in their fields. Tongxue.com, which has just entered the SNS networks as the industry's new Web site, must develop reasonable and effective marketing mix strategy to guide their product innovation, improve the network marketing and offline marketing strategies, optimizing customer relationships, enhance customer experience, to develop a more reasonable profit model and promotional channels in order to hold its position in the field.In addition, for the Internet industry, SNS is a new thing. Although many scholars and people in the industry have gradually begun to study the rapid rise of SNS in this industry recent years and carried out a certain amount of study or even a debate, the research still remains in the practice areas. The relevant results of theoretical studies mainly are from the Industry research reports, industry seminars, journals, and network some of the SNS Journal enthusiasts of personal articles. Through the study of the paper, the author hopes that the paper will guide researchers to think and explore the direction of the future development of SNS.The studies theoretical support of this paper comes mainly from sociology, marketing and other disciplines as well as with the development of the Internet to form some of the web2.0 theories and ideas. Such as sociology in the "Six degrees of separation theory", "Hierarchy of Needs Theory" and the "network society theory," Marketing in the market segmentation, market positioning, word of mouth marketing, viral marketing, precision marketing, and so on.The author review the development of the Internet community, history and an overview of SNS websites and the status of the students network development and market competition pattern was analyzed on this basis. Then put forward their development bottlenecks and difficulties after the statement. And then made a series of targeted development appropriate for students to network marketing mix strategy. Through research, the author expresses the opinion that for Tongxue.com, on how to improve the site's popularity. In order to keep the site viscosity is the fundamental guarantee for its success, Tongxue.com should focus on the target audience network of psychological analysis, launching of products suited to their psychological needs at the same time as well as focusing on brand marketing site to raise brand awareness and reputation, paying attention to cultivate brand equity. In the promotional mix strategy. Moreover, Tongxue.com should be online or offline together by inviting registration and co-marketing and so on to promote the Web site click-through rates and registration rates. For the customer relationship management, it should be to improve the site by means of basic functions, while using a certain incentive mechanism, event marketing, to deepen the customer experience, thus occupying minds of customers, improve customer loyalty. Marketing earning strategy is the only strategy that can provide a profitable strategy, and is essential for the site's operations. At present, China's website revenue model is also focused on advertising and business and membership fees in. This paper attempts to carry out these aspects where a number of innovative thinking, such as direct charges, to encourage users to virtual consumption.At present, the individual case for SNS sites study focused on Facebook, Myspace, Xiaonei, Kaixin which are the industry leaders of SNS sites. These sites has been gradually foothold in the market and began a brand-building process. Their experience is worth learning from other sites around these specific sites are also many case studies.In this paper, the network attempts to Tongxue.com of this site's challenger for the SNS study, focusing on the issue of its marketing mix strategy by analyzing the current situation and competition pattern of SNS sites focus on the appropriate marketing mix strategy for students to network. About SNS as a tool for online marketing researches have become quite common, but exploration for SNS and their own marketing mix strategy is not common to see, therefore, this paper not only has great practical significance, but also has great historical value. |
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