Economy & Finance Weekly "first" recent survey, people began is not limited to the portal, and get news from the search, social networking sites and micro-blog in the past two years, the social networking web site become fashionable for a time is one of the typical. The survey showed that 3.76% of the company chose happy nets as the main source of news. This shows that, to some extent, the social network represented by happy net is not limited to interpersonal communication and communication, but it may become a force that can not be ignored in the news and information dissemination mechanism of the contemporary society. Based on this understanding, this article attempts to analyze the case of Kaixin network, explore the information dissemination mechanism of social networking sites, and find the information demand characteristics of its audience groups.

first, the convenience of information access

statistics show that the majority of the registered users of the happy network are between 19~30 years old, the most registered areas are Shanghai, Beijing, Jiangsu, Guangdong and other economically developed provinces and cities (see Figure 1, figure 2). Among them, higher education (college or higher) accounted for 81%, middle and high-income earners (monthly income of more than 4000 yuan) accounted for 64%. Generally speaking, the registered users of Kaixin are mostly young, big city, cultural and consumptive white-collar workers. This part of the crowd work pressure, leisure time is less, so I hope after work, can in a simple, fast and easy way to obtain news information.

happy network such interpersonal social model just to meet the needs of users. At present, the Xinhua news agency, CCTV TV, the Central People’s broadcasting station, China Radio International, Shanghai media group, "Southern Weekend", "finance and economics", "Sanlian Life Weekly" more than 500 media in happy net. As long as users add these media organizations as good friends, they will be able to keep up with the latest news and information, and obtain real-time information.

can say, happy net already became the integrated platform of news information, it will major media information packs processing, appear before the user in all. For users, it is better to look for interesting news on an integrated platform rather than browse the complicated information of major portals. What’s more, happy news agencies have higher authority and credibility, and they are more attractive to users.

two, social networking

social network is the biggest feature of the relationship between people based, through word of mouth transmission, the impact of the relationship between people. Up to now, Kaixin registered users have more than 90 million, page views (PageViews) more than 8 billion, monthly active users more than 50 million, ranked first in China SNS website.

happy net introduces the social relation of real life into the virtual network, and makes the social relation become an important factor that affects the effect of information communication. Each individual on the social network is a "node", in theory, just as mill Glen’s "six degrees of separation" theory