Research On NetEase YanXuan Development Strategy In Third-tier Cities Based On Uses And Gratifications Theory

With the rapid development of global economy and the continuous upgrade of consumption,NetEase YanXuan has created a "third business model"-YanXuan model after Taobao and Jingdong,and has rapidly become a black horse in the e-commerce sector,leading a new round of e-commerce innovation.Netease YanXuan has tightly chosen its target users to keep a close eye on the new middle class.With the upgrade of consumption concept and the rise of the middle class in the third-tier cities,the third-tier cities also have unlimited business opportunities to pursue a quality life.In order to further study the future development of Netease YanXuan in the third-tier cities,this paper combs the business model,the theory of "uses and satisfactions" at home and abroad on the basis of relevant research,innovatively combines management with communication,carries out relevant analysis on Netease YanXuan and the third-tier cities respectively,and selects Handan City as an example,through questionnaires and in-depth interviews,uses and interviews of Netease YanXuan users.According to the survey of demand satisfaction,we found that Netease YanXuan has some problems in terms of user demand,such as less publicity investment,lack of interaction opportunities,quality to be guaranteed,exaggerated publicity effect,prominent homogeneity,imperfect evaluation mechanism and service level to be improved.Based on these shortcomings,this paper puts forward the countermeasures for the future development of Netease YanXuan in the third-tier cities from the perspective of enhancing users' needs: increasing publicity in the third-tier cities,enhancing consumption interaction in the third-tier cities,strictly guaranteeing commodity quality,reasonably carrying out commodity publicity,taking various measures to improve the performance-price ratio,highlighting original independent design,and strengthening pre-sale and after-sale services.