A Study Of Medium Characteristics And Development Strategies Of Tencent Interest Tribe

Internet’s accelerated development changes propagation modes of paper media from top-down propagation to left-right propagation, and from professional media transmission to self media, everyone is both the propagating source and the transmitter of information; thus, information dissemination becomes inexpensive and even barrio-free. In such an era of redundant information to be guarded by professional media, audiences are confronted with an increasingly higher threshold for reading and sharing, meanwhile, it is one of the problems to be solved to screen information and make information personalized specific to different audiences. Moreover, communities based interest clustering and socialnomics become the most attractive topic for insiders, refinement of vertical classification and anti-popularization of audiences develop into a new growing trend of communitys. Tencent, as the leader of the internet industry, develops “interest tribe” which pioneers mobile internet and ushers in 3.0 age of communitys. Additionally, “all-connected” companies and strategies enable “interest tribe” to associate both people and information and services etc and further improve user experience and product value.As the popularization of internet and mobile internet in the past two years, channels and modes for information reception have changed to a certain extent. Diversification of mobile internet terminal products provides the whole internet industry with favorable development conditions and facilitates rapid growth of internet products. Tencent, an internet company with diversified products, almost covers all mobile internet audiences. Favorable user experience, huge user groups and product differentiation gather 99% of audiences in 1% of internet products. “Interest tribe” accumulates users with mobile QQ users, which lays a solid foundation for product development.Based on the above analysis, the author tries to understand academic theories such as media and digital Mcluhan and analyzes and studies Tencent’s “interest tribe” in the perspective of ecologic settings of community, analysis of media characteristics and development strategies of product. For a comprehensive understanding and mastering of “interest tribe”, product analysis is carried out from the point of macroscopic active data and operation data of product internal communities is studied in a microscope perspective. In order to enable audiences to know more about “interest tribe”, 200 questionnaires are issued, among which 175 take effect. The result analysis showed: first, this product lacks a perfect and closed user feedback mechanism, which weakens user experience, results in loss of potential users, disables favorable interaction with users, causes omission and hinders product development in the network community environment where UGC dominates the development of communities; second, the shortage of product exposure, management and marketing, public trust and word-of-mouth effect of netizens as well as younger age of audiences result in younger-age trend and low-level trend of communities and obstructs product commercialization; then, product similarity requires differentiation, enhances interestingness and functionality, and drives similar products to migrate to this product; last, we should build a higher awareness jointly with cooperative products of different business groups while enhancing user accumulation whereas the advantages of Tencent’s products are not brought into full play.