The Analysis Of The Marketing Strategy Of The China Social Network Site

The birth of the Internet has brought about the fifth revolution in the history of human media. It has greatly developed human beings'communicative abilities and expanded the scope of communication and accelerated the formation of "global village". What's more, it has brought human society into a new information era by way of thoroughly changing human's previous style of work, life, communication and study. Simultaneously it has quietly occured a great change in itself, stepping from a traditional Internet age to a whole new one---SNS epoch.Internet has gone through three stages in its course of development and change. In the first stage it is the supplier that offers information, and its representative is the earlier portal websites from which site managers produce the content and provide that for users. In the second stage it is the user that offers information and blog websites based on WEB2.0 technology is typical of this kind. If the Internet has embodied an age of the interaction between man and machine in the first two stages, the reform in the third is thus revolutionary since it reflects an age of the interaction between human beings. We call it SNS epoch. To some degree, SNS is a milestone in Internet's development. In SNS epoch, what the Internet users face are not impersonal machine and uncertain communicative targets but friends or "friends of friends". SNS causes the Internet to go from a content-supreme age to a people-oriented one.SNS has originated from America and its representatives are Facebook and Myspace. It is the rapid rise of these two SNS community websites that leads the SNS revolution in the internet field. Chinese SNS community has followed America's steps and has become stronger soon. The typical of this kind is www.xiaonei.com(www.renren.com) and www.kaixin001.com, whose success has brought about the trend of China's SNS. This kinds of SNS community aimed at different user targets blossom and prevail in the Internet.SNS is leading the future development tendency of the Internet with the suddenness of thunder bolt. However, a great many Internet users still haven't built up a clear idea of what SNS is. Though some people begin to use SNS community, most of them have not realized that SNS which they are using will bring a bright prospect to the Internet. Many users are not still ready to think over the reason why SNS has such a swift and violent development impetus and widespread influence and over what kind of marketing strategies makes SNS spring up overnightThe traditional marketing centers on the product, while the modern one centers on the user. The latter is no longer a simple sale of products and service. It covers the whole process of operation and management including the design and development, positioning, popularization and profitability means, etc of products and service. China's SNS marketing strategies are not mere promotion of sales but running through each link of the whole process of operation and management. The core of its core network marketing lies in enhanced user viscosity, expanding the number of users and creating profiting opportunities to accomplish income generation by way of improving the service quality.The superior marketing strategies of China's SNS lie in the following aspects: the exactly navigating strategy with ductility; trust marketing based upon the real-name registration system in the process of brand promotion; precision marketing brought by precision navigation; virus marketing on the basis of oral spreading; entertainment marketing based upon in-game media; emotional marketing based upon the tradition of "courtesy demands reciprocity"; linkage marketing benefiting from public charities and integrate and interactive marketing online and offline; diversified profit patterns such as advertising earnings depending mainly on product advertisement placement, value-added service and joint-operation earnings with the third party.It is still confronted with such drastic problems as lack of core competitiveness and homogeneity tendency although China's SNS enjoys a good momentum of development. Only if China's SNS has got its core competitiveness and has formed its dislocation mechanism of competition, it is able to lead the development of the future Internet into a tendency of mainstreaming, diversification and run on mobile technology.