The Strategic Study Of Online Dating Development From The Perspective Of Communications

Dating, an important long-history social life topic, changes its mode as social media develop. Since the success foundation of jiayuan.com, a Chinese parody of an American dating website in 2003, China entered online dating era. Its brand-new media style, vast client base,great market potential, and novel business mode, enable it to become a promising new industry,challenging the traditional dating pattern. In this dissertation, the author studies the current status of online dating development and summarizes its historical changes. The author also uses communication theory to analyze the communication patterns, characters and audiences influence, and points out the three major contradictions in online dating development, i.e. the contradiction between vast market potential and unsatisfied customer needs; the contradiction between huge number of registered users and low frequency of actual use; and the contradiction between abundant investment and inadequate profit. In the end, the author proposes strategic advice for O2 O modes development, big-data-based custom service, and whole-industry-chain platform building, in the hope of making some contributions to online dating development.