Tencent Alumni Network User Policy Research

In recent years, as the rapid development of global social networking site, China also accelerated the pace of building social networks. And each major web competition is fierce. Due to entering this area relatively late, Tencent hasn't sufficient operational experiences and is difficult to form a large competitive advantage in the social network business. And the issue of the study is how Tencent searches for development opportunities and how to enhance the competitiveness among so many competitors.This paper uses a variety of methods to analyze Tencent's social networking, from qualitative analysis to related data analysis. The method of strategic analysis PEST and SWOT are used to analyze the internal and external environment of Tencent. On this basis, the article point out the problems of Tencent's strategy in this area. To research and practice user's strategy has the important significance for Tencent to meet the customer needs, achieve customer value, attract customers and other improvements, so as to enhance Tencent's revenue from value-added services and its leading advantage in its social network marketing.The CRM theory is used in this thesis to study the relationship between enterprises and users, and the relationship between users of Tencent. The paper also propose a good way to strengthen customer relationships and also increase user activity, and to open a plat roof for users to communication freely, in order to improve Tencent's customer strategy and its competitive advantage and to make Tencent develop better.The results of this study has a positive significant meaning for Tencent social network user policy's shifting from extensive to personalize, and also can provide use for reference for domestic social networking industry and other companies.