Research On The Current Status Of Mobile Vertical Social Communication Products

With the evolution of rapid development of information technology, mobile phone, pad and other mobile devices, mobile Internet era is coming. Traditional social communication products such as Wechat, QQ, microblog, have gradually become an indispensable part of people’s daily life. However, with the mobile app continue to emerge, the rapid development of mobile applications enrich user’s social life. The traditional social communication apps are difficult to meet a variety of mobile phone users access to information and social needs. With the Internet boom, many entrepreneurs begin to focus on research & development and operations of mobile phone app, and the social communication aspect attracts the most attention. In this social background, a number of vertical social communication apps appear and expand at a rapid pace.Most of the "vertical’" social communication products meet the users’specific needs. Compared with the traditional social media, they can not only provide the entertainment experience as the traditional one, but also have their unique functions and features. Generally speaking, "vertical" social communication products attract users with specific purposes. They provide more free and relaxed communicative space. Users can show their true feelings on such small crowd social platform. And the "vertical" region has the specific functions and promotes users’cognition."Vertical" social communication products enrich the users’social entertainment life, but they also have some problems and risks. For example, the traditional comprehensive social communication products have inherent content and communication modes which threaten the emerging "vertical" social communication products. The homogenization phenomenon of communication content is serious. There are too many substitute products. And the wastage rate of users is high; the viscosity of users is bad. Some "vertical" social communication products have difficulties in managing permanently and smoothly and attracting users. The disordered information driven by commercial interest affects users’experiences. "Vertical" social communication products are prone to be forgotten.The author uses reference consulting, questionnaire, personal interviews, multidisciplinary researches and other various research methods to complete this thesis in the studying process. This thesis is divided into nine parts. The first part, introduction, tells the background, purpose, meaning, innovation and so forth of this research. The second part, reference review, files the relevant studies before about mobile social communication and "vertical" social communication. The third part mainly focuses on the historical course from social communication network to "vertical" social communication products. The forth part is about the features, classifications and representatives of "vertical" social communication products. The fifth part is study design which analyses the relevant data of user behaviors by questionnaire and interviews. The sixth part is the analysis of the mobile " vertical" social communication and user behaviors based on the perspective of communication. The seventh part is the problems and risks about the mobile "vertical" social communication products. The eighth is the summary for the future of mobile " vertical" social products.