Research On The Marketing Mode Of Social Networking Service In China

Comparing with other type of websites, the prominent advantages of SocialNetworking Sites (SNS) lie in its high efficiency of information distributing andenough scale of users’ resource. But these are far more less than expected and thepoint is how to convert the advantages to actual economic effect. As far as it concerns,Chinese SNS can hardly take a healthy developing path for the binding of itsmarketing mode. Exploring marketing mode of SNS can not only affect theirexistence and development, but also it has an influence on the sustainabledevelopment of internet industry.Based on the current research outcomes of SNS marketing mode and utilizing sixdegrees of separation, word of mouth marketing and interactive marketing theory, thepaper conducts the research on current state of marketing, types of marketing, defectsand optimization strategies of current mode. The number of young and middle-agednetizen who uses SNS is increasing. The range of them tends to spread towards loweducational background crowd. Students occupy the biggest part in the professionproportion of the users. The main earnings of domestic SNS comes fromadvertisement and add on service. Operators often gains competition advantagethrough drawing trade standard, finding partners and realizing cooperation whole win.There are three main marketing models of Chinese SNS: target marketing model,experiential marketing model and viral marketing model. Target marketing breaksthrough the traditional marketing model which can only conduct qualitative factor totarget market. With the help of the developed data and communication technology,target marketing can keep a long term communication relationship with users to makethe marketing effect the countable and controllable. In the premise of meeting theexperiential needs of consumers with products and service, experiential marketingshortens the distance of enterprise and customers though the “zero distance” touchesbetween product service and users to achieve good marketing effect. Viral marketingis a kind of model that promotes product and service information to target audiencelike transmitting viral. It changes the past single transmitting spreading model andturns the receivers to transmitter which can increase the marketing effects inmagnifying multiple.Certain defects of Chinese SNS marketing models exist and they cannot fully be adapted no matter from the perspective of meeting users’ needs or from theperspective of realizing merchant benefits. The defects includes the weak point invalue chain, homogenization in content, lack in profiting support, imprecise locatingof target users, block from credit problem to experiencing and the hard handling inviral transmission. The optimization strategies to Chinese of SNS marketing modelscontains innovating marketing strategy, diversifying product, allocating resourcesreasonable and diversifying profit pattern. Meanwhile, target marketing should attachimportance to make differences of target positioning, credit risk minimizationtransmission control is important in experiential marketing and viral marketing needsto strong the abilities in transmitting control and overall sense.