人人网-小组报告

Renren.comMarketingResearchReportGroupmember:程程20094848郑蓉20094868孟庆龙20094890田宇欣20094908Date:2012.05.05Asarepresentativeofagroupofemergingrealsocialnetworkingsites,Renren.comhasbecomethenewfavoriteoftheeraofnetworkinrecentyears.TheymovedreallifesocialrelationsofusersofInternettothenetwork,notonlyfromthepreviousanonymousstigmaofnetworkcommunication,butbecometheusers'realitytoinvestintheaugmentedinterpersonalrelationship.Asthefastestcollegestudentsgrouptoacceptnewthingsofnetwork,theinfluencefortheirinterpersonalrelationshipofthiskindofwebsiteisthelargestandmostrepresentative.Contents:PartI：BackgroundandDesignofMarketingResearch一.SurveyBackground二.secondarydata三.Theobjectiveofthesurvey四.ResearchdesignPartII:DataAnalysis一.SexRatio二.TheWayKnowRenren.com三.TheFrequenceofUsingRenren.com四.TheAdvantagesandAttractiveAspects五.ThenumberofFriends六.TheFunctionUsuallyUsed七.FavoriteGameType八.FavoriteFacebook-page九.TheReasonWhyYouReduceTheTimeUsingIt十.TheWebsiteYouPayAttentioninDailyPartIII:ConclusionsandRecommendationsPartIV:Appendix调查问卷-----人人网用户情况调查PartI：BackgroundandDesignofMarketingResearch一.SurveyBackgroundRenRenservicesfortheentireChineseInternetusersSNSprovidedifferentidentitiesaninteractivecommunicationplatform,improvetheefficiencyofcommunicationbetweenusers,byprovidingthereleaselog,savethealbum,musicvideostation,palygamesandexternalresourcestoshareandotherfunctionstobuildafeature-richandefficientuserinteractionplatformNote:SNS(socialnetworkingsites)C2C（copytochina）2009.8.4XiaoNeichangeditsnametoRenRen2011.5.4RenRenlistedontheNYSEintheU.S2011.9RenRenmakeanacquisitionofvideosite56.comto$80millionwholly-ownednetwork二.secondarydata三.TheobjectiveofthesurveyUnderstandingofthesituationforstudentsuserenren.comWhichfunctionsreceivedwelcomefromstudents&whatneedsimprovement四.ResearchdesignThemethodofthesurvey:questionnairesandinterviewsSampling:judgmentsampling:juniorstudentswhohaveusedrenren.comsamplesize:70PartII:DataAnalysis一.SexRatioA.男B.女0.00%10.00%20.00%30.00%40.00%50.00%60.00%系列1Accordingtothedata,wecanknowthattherearenomanydifferenceinthesexratiobetweenmaleandfemale二.TheWayKnowRenren.com1.internet2.newspaperandTV3.introductionoffriends4.othersMale:1.internet2.newspaperandTV3.introductionoffriends4.othersFemale:1.internet2.newspaperandTV3.introductionoffriends4.othersAccordingtothedata,wecanknowthatmostofpeopleknowtheRenren.comisthroughtheintroductionoffriends,andthereareonlyasmallportionofpeopleknowitbyInternet.Andcomparingtotheboy,mostofgirlsknowtheRenren.combyintroductionoffriendsbasically.everybodynets.ItshowsthatthepossibilityoftalkingaboutRenren.comindailyconversationsforgirlsislargerthanboys.三．TheFrequenceofUsingRenren.com1.everyday2.everytwoandthreedays3.morethanoneweek4.barelyMale:1.everyday2.everytwoandthreedays3.morethanoneweek4.barelyFemale:1.everyday2.everytwoandthreedays3.morethanoneweek4.barelyAccordingtothedata,wecanknowthatmostofpeopleuseRenren.comeveryday,asmallportionofpeopleuseitmorethanoneweek,andveryfewpeopleuseitbarely.Comparingtotheboys,theratioofusingRenren.comeverydayforgirlsisbigger.AndtherearesomeboyhavetheIDofrenren,buttheydonotonlinealways.Itshowsthatthedegreeofwatchedbypeopleishigh.四．TheAdvantagesandAttractiveAspects1.Therealnamesystemofuser2.findoldclassmates3.makenewfriends4.gainresources5.EntertainmentMale:1.Therealnamesystemofuser2.findoldclassmates3.makenewfriends4.gainresources5.EntertainmentFemale:1.Therealnamesystemofuser2.findoldclassmates3.makenewfriends4.gainresources5.EntertainmentAccordingtothedata,wecanknowthatitisgenerallybelievedthattheadvantagesoftherenreniscanfindouttheoldclassmates,obtainresourcesandentertainment.Butthereal-namesystemandmakingnewfriendsarenotimportanttoyou.Thisshowsthatrenren.comcaneffectivelybecomethecontactbetweenoldclassmatesandeachother,andletusersobtainresourcesandthemultifunctionalchannelsofentertainment.Butasadatingwebsite,renren.comneedstobefurtherimproved.五．ThenumberofFriends1.100~2002.200~4003.400~6004.600~8005.over800Male:1.100~2002.200~4003.400~6004.600~8005.over800Female:1.100~2002.200~4003.400~6004.600~8005.over800Accordingtothedata,wecanknowthatthenumberoffriendsaremostfrom200to600.Comparetoboys,thenumeroffriendsforgirlsismore.Itshowsthatthesocialscopeofgirlsiswiderthanboys.六.TheFunctionUsuallyUsed1.publishlogsorstate2.uploadphotosorvideo3.browseorsharenew4.listentomusicorplaygamesMale:1.publishlogsorstate2.uploadphotosorvideo3.browseorsharenew4.listentomusicorplaygamesFemale:1.publishlogsorstate2.uploadphotosorvideo3.browseorsharenews4.listentomusicorplaygamesAccordingtothedata,wecanknowthatboyspaylittleattentiontothefunctionofrenren,theyonlybrowseorsharenews.Butgrilslikepublishlogsorstate,browseorsharenewsanduploadphotosorvideo.Itshowsthatthefunctionofrenrenisappreciatedbygirlsbutboysrarelyusethesefunctions.七．FavoriteGameType1.Theroleplay2.Educationalleisure3.Action4.TestMale:1.Theroleplay2.Educationalleisure3.Action4.TestFemale:1.Theroleplay2.Educationalleisure3.Action4.TestAccordingtothedata,wecanknowthatEducationalleisuregamesandTestg