Research On The Marketing Strategies Of TY Networking Community

With the deepening of the information technology in modern society, the fundamental of it has changed. As of December 2014, number of Chinese Internet users reached 649 million. The effective intervention of network information technique pushes a large number of professional website rapid rise.As one of the prominent social networking community represent an own established function and role.TY social networking community, as a representative of the early domestic social networking site since it was founded in 1999, witnessed the change of Chinese social networking community in 16 years. TY social networking community, as the representative of domestic social networking community, although the earlier construction period, but always failed to deepen the development for its internal and external problem, especially the marketing strategy one. We found that traditional management thinking is no longer applicable, especially in the aspect of marketing, as a result of the existence of social networking community without actual objects, constructed in accordance with the traditional marketing thinking strategy is difficult to work.What is the problem with the existing strategy? How to improve its marketing strategy, and to achieve the company expected earnings? This is every manager’s question.This article mainly set TY as research object, firstly summarize the research of the traditional social networking theory, which related to marketing theory, then using PEST analysis and SWOT analysis to descripe TY social networking community’s external environment and internal management, then use the 360 degreediagnosis to exam the marketing strategy of TY social networking community, and found its biggest advantage is that many years of accumulation of user and its products cover a wide range of content, while the biggest disadvantage is that does not yet have the core technology for data analysis and personalized marketing. Under the guidance of the research method and logic, this paper puts forward the Suggestions to improve marketing strategy:through create personalized marketing system, customer relationship management strategy, forming the core technology team, and from the aspects such as market segmentation, price, channel, promotion strategies to supplement.