Customer Equity Promotion of Social Network Websites: An Application Study of Renren

摘要

The service features of social network websites determined the crucial roles that customers play in their operation and development. So, qualitative and quantitative methods were used to explore the customer equity promotion strategies of social network websites. China?s leading social networking platform, Renren, was taken as an example to analyze how it differs from entity enterprises in terms of customer characteristics and profit models. First, the traditional brand utility model was improved. Then, data were collected through the distribution of questionnaires while a principle component analysis and a logistic regression model were employed to analyze the driving factors of Renren?s customer equity. Finally, the coefficients of all of the driving factors were achieved and strategies for customer equity promotion were proposed based on the qualitative analysis of the driving factors of Renren?s customer equity.