The Cause Of The Decline Of Renren.com And Its Reform Methods

The arrival of new media technology is to provide convenience, but also bring more challenges for our academic research. The emerging social media appeared just as RENREN, Zhanzuo, is an immeasurable impact on the traditional relationship in the network and its transmission mode. In this cumulative wave, inevitably accompanied by the generation and the decline of something, RENREN which has been a smash hit in all campus networks is the most typical representative. Since December 2005, all networks got the user's favorite, with its own real-name system, highly interactive features, RENREN.com play an important role in social media. Even more, RENREN proud that all the company jointly owned by a number of sites which successfully listed on the New York Stock Exchange in 2011. As the diversity of user requirements, compete with each other diverse user needs, and the same brand of social media, all networks in this jungle environment, the position gradually replaced by other social platform. Used to be have a high utilization rate from students, and now the whole company was in a declining state, the entire development process of all network looks like a child's growth, ups and downs, stumble and sway. From victory to decline, this phenomenon under the background of the great age of the media convergence is worth research scholars to explore.The current research of RENREN in recent years, although the phenomenon is so obvious, academic research are rare to aimed at the failure analysis, most scholars focus more on its marketing model, transmission mode and other emerging topic, the lack of analysis of its declining situation. This article is to seize this study voids all networks to disseminate theory as the core of the guide, starting from the aspect of the user's motivation and audience satisfaction, combing the development context of all networks, explore a combination of factors for its failure.From the content the article through questionnaires, in-depth interviews, etc. to obtain the use of all network users basic information at this stage, including the status of the user's satisfaction degree and so on. Through the real statistics, objective description of adversity RENREN located. The body of the article in the form of the timeline, were given forth from all net decline in different periods, discuss the main reason for its adversity. The last section, on the base of previous cause analysis, proposed a set of improvements. Faced with the current network and social situation, RENREN should follow social trends while retaining the principle, re-define user groups, targeting the development of object. User groups should be given more unique personalities, cut advertising, enhance the brand image, increase user stickiness of social networking sites with the most practical services. One of the most Advancing reform is to enhance the user's experience by improving the mobile terminal Page Setup, improve quality of content and other methods to improve user satisfaction, for all network remodeling former glory in the future of social media.Article's more far-reaching significance is that by research of exploring the process by the tide, to seize the real reason for its failure to find the best way to adjust the other social platform to avoid the same mistakes.