虚拟社区的商业价值实现研究

Study on the Realization of Commercial Value of Virtual Community

本文运用系统动力学原理研究了虚拟社区商业价值的创造机理,揭示了虚拟社区商业模式困境的根源,提出了"基于社区营销的价值创造模式"的解决思路,构建了虚拟社区商业价值实现模型。虚拟社区的商业价值从根本上来源于消费者的参与和互动所产生的影响力。保持一定的成员规模,是虚拟社区创造商业价值的基础。虚拟社区的商业价值实现策略为,虚拟社区为企业构建营销平台,提供深度营销机会,企业利用虚拟社区开展社区营销,虚拟社区分享企业所创造的营销价值。

This paper analyzes the creation mechanism of commercial value of virtual community and the source of the dilemma of business model of virtual community with the principium of system dynamics, puts forward the solution thought of value creation model based on virtual community marketing, and builds .up the commercial value realization model of virtual community. It is found that the commercial value or marketing value of virtual community comes essentially from the influential power produced by consumers＇ participating and interaction. The basis for virtual community to create commercial value is to keep a sizeable member scale. The strategy for virtual community to realize its commercial value is that virtual community supplies enterprises with a marketing platform, offers them with deep marketing opportunities, and shares the value created by the enterprises by using the marketing function of virtual community. The enterprises make use of virtual community to market their products.