To Explore The Plight Of The Web Of Renren

With the development and improvement of Internet Technology, especially theall-round arrival of the web2.0, Renren as the representative social media rises rapidly.At the beginning of its establishment, Renren regards university students as itsconsumers, and develops quickly into the bellwether for the SNS social networkingsite in China with the characteristics of the real name registration and high interaction,and even once was labeled "China Facebook". In May4,2011, Reren was listed onthe New York stock exchange and its market value was up to$7120000000on thefirst day. As the first listed social media platform, Renren could take this advantage toachieve expansion and growth. However, the arrival of the era of the Web3.0makessocial field a new change, the growth of the communication application such asWechat and micro-blog brings a big challenge to Renren. Though Renren also tried tomake use of the mobile client, timely introduced a variety of mobile applications(Mito, mobile chat and so on), but it has failed to open up the market. The insufficientinnovation and slow-moving strategic transformation eventually led to the great userloyalty reduction.This research obtains Renren user basic information, the current situation of use,interactive level and the development suggestion with high reliability through thequestionnaire survey and field interviews, then we make data analysis. In view of thecurrent development of Internet in China and Renren’s current operating conditionsand customers’ use and satisfaction, this research objectively presents the dilemma inthe process of Renren’s development, then explores the causes of the plight frominternal and external aspects. On the basis of this, we put forward relevantdevelopment strategies as reference for Renren to quickly get out of the dilemma in order to achieve better development.