Virtual Community Development Crisis And Its Countermeasures

Virtual community emerged sixteen years ago in China. After more than ten years of development, the number and impact of it have been raised greatly. Currently, the virtual community which has become one of primary applications online, has not only changed the way of people's communication profoundly, but also influences the real world. The core users of virtual community become younger. At the same time, virtual communities will show some characters of SNS website, and be more like media. No doubt, their business model will be more diversification.There are three problems in the process of virtual community development:the chaos in the model of virtual community, over-reliance on the information content, and unlimited commercial invasion. Find and identify these difficulties is the presupposition for the development of the future of virtual community. This paper surveyed the virtual communities and interviewed the moderators and veterans lived deeply in virtual community. The performance of these difficulties and their causes were found. Through research, there are some proposals for the solutions. By significant changes in the structure of Internet users today, the virtual community can not fully returned to the elite era, but selecting a different mode according to different development strategy under the premise that open to every users perhaps is the most favorable choice. Facing the bottleneck under the "content is the king "model of development, virtual communities can be improved from two perspectives:one is improvement of review mechanism, the other is both developing the "content" and "relationship" application. As a economic agents, it is necessary to block illegal information for virtual communities, at the same time, to clear the various channels of cooperation with the business, and bear social responsibility correspondingly.There are many researches on virtual community in China, but mainly focused on the dissemination of information transmission. This paper made the virtual community as a whole network application, and studied its development conditions, crisis and resolve. The research can provide reference for managers and researchers who interested in this field.