基于网络虚拟社区平台的企业战略营销模型

A Business Strategic Marketing Model Based on the Platform of Internet Virtual Community

网络虚拟社区给消费者提供了一个信息交流的空间和张扬个性的互动平台,对传统企业的功能产生了冲击,给企业发展带来机会和挑战。本文分析了虚拟社区的营销功能和价值,提出了以虚拟社区为平台的战略营销模型,为网络时代的企业实施战略营销提供了一个理论框架。

Internet virtual community offers a cyberspace or a platform for lots of consumers where they communicate personally and interact with one another, and poses a strike to the functions of brick and mortar business, and bring into both chances and challenges for their development. After discussing the marketing functions and values of virtual community, we construct a strategic marketing model on the basis of the platform of virtual community which offers a theoretic frame of implementing strategic marketing for brick and mortar business at the internet era.