Research On The User Loyalty Of Mobile Sns Based On The Characteristics Of Subculture Groups

With the rapid popularization of the new media,the social user loyalty is rapidly decreasing,and many of the traditional industry giants are faced with bankruptcy or losing authority.More and more people no longer rely on traditional brands,people can browse through the Internet to give a variety of indicators,can easily get those more affordable goods.But there are still some groups of user loyalty remains good,and even rising trend.This group will be discussed in this paper,the youth subculture.A variety of sub cultural elements at home and abroad began to integrate into the young people's daily life,with the continuous improvement of the degree of intervention,people in social,consumption and other aspects of behavior is constantly being changed,forming a sub culture group under the influence of the mobile Internet era.In this trend,how to find a breakthrough to improve loyalty in the context of the decline in customer loyalty,whether it can find the answer from the sub cultural groups,is the main purpose of this study.In this paper,through literature research,combining sociology,marketing,psychology and design science research achievements and way of life,especially on the factors influence the formation of sub cultural groups lifestyle are concluded and analyzed,provide the basis for the follow-up study of the content material.In this paper,first of all,through a lot of literature research,in combination with the loyalty marketing,psychology and design research and sociology central Asian cultural characteristics on the basis of research results,the subject of study on concept definition.Secondly,describe the characteristics of lolita subculture.Through qualitative research methods,sums up the content of the target user interviews and refined analysis,discusses the factors affecting the formation of lolita subculture,and through the Angle of design,way of life to lolita subculture groups,new tribe characteristic,and has carried on the induction and summary scene elements.Thirdly,using the quantitative research methods,characteristics of lolita subculture scene in weibo and the relationship between user loyalty makes a deep research,at the same time,the research of weibo significant influence on subculture users and loyalty elements for correlation analysis,a model which is obtained between them.On the basis of this model,the logical relationship between subcultural group characteristics and user loyalty is clarified theoretically.Finally,the introduction of the barrage culture case on the model,from two dimensions of subculture groups and stakeholders,rationalization Suggestions are put forward on how to improve customer loyalty,for the subsequent provides valuable reference for related research.