Core User Identification And Marketing Strategy For Company A’s Community Platform

With the booming of the Internet industry,especially the emergence of mobile devices,many users have joined in the Internet.Thus,a community platform composed of users has emerged.The community platform of company A has officially launched in November 2015,and now the number of its daily active users has been reaching to 68.99 million.Only with a large quantity of users on the community platform and subdividing the users and formulating corresponding marketing strategies can a community platform operate in an effective way.We identified the core users of Company A’s community platform and use the method of social network to improve the identification of the core users.At the same time,we proposed some marketing strategies of Company A around these core users based on the solved problem of core user identification.Firstly,we applied web crawler to collect organized the user data including their 10 recent published articles and their all circles.Secondly,for the relationship between users and the circles,we constructed two kinds of network to explain the relationship of article between users and circles and the relationship of focus between users and circles.Meanwhile,we analyzed the indices of user correlation,user influence,user media,user guidance based on the two types of networks and make a comparation with page views,likes and comments of the original data to propose some reference index for core user identification.We proposed a marketing strategy based on core user identification.In details,we have set up a dedicated core user management department to provide protection for the identification and maintenance of core users.Meanwhile,we have divided core users into four categories: important users,secondary users,media users,and guidance users and managed specifically for different users.Furthermore,we proposed for different types of core users from four aspects: product,pricing,promotion and channel marketing strategies.