An Analysis Of The Evolution Of Social Media Operation Model

Social media is the platform of the content’s production and exchange, which is based on the relationship between users on the Internet. To put it simply, social media is a kind of tools and platforms, for the net friends to share each views, opinions and experience. At present, social media includes We Chat, QQ, Micro-blog, social networking site, etc. Early social medias mainly include blogs, social networking sites,which had accumulated a lot of popularity at the time. But with the emergence of new social forms, social medias are faced with the plight of the business, or even bankruptcy.But the reasons vary, the author considers that new social medias really threaten the olds, But the decisive role is the internal cause. So this paper takes the most representative Renren.com as an example, which is changing from flourish to decadence,and analyses the profit pattern and the marketing pattern, moreover finds out the internal causes of its decline,to provide strategies for the sustainable operation of social medias.By the profit model theory of Lasswell’s 5w model, marketing theories and SWOT,this paper argues Ren Ren.com lacks sustainability in the profit model, and can’t provide continuous and stable financial support; and marketing methods are little blunt, so the users are not willing to accept. These problems make Renren.com increasingly less attractive, and directly affect the development, and make it in the competitive network gradually be eliminated. To solve these problems, this paper bases on many case analysis, learns from the successful experience of We Chat and others, combining with the development direction of the future, puts forward the specific strategies about profit model and marketing model. The author hopes to be able to provide views of research value for the evolution of social media in a rapidly changing era.