虚拟社区的营销价值形成机理研究

Study on the Formation Mechanism of Marketing Value of Virtual Community

阐述了虚拟社区的营销价值,剖析了虚拟社区营销价值的形成机理。指出虚拟社区的营销价值来自互动、信息、关系、信任和认同等五个关键要素的作用,其中互动是核心要素。这五个要素改变了消费者与企业之间的传统关系,对消费者行为模式产生深刻的影响。

This paper analyzed marketing value of virtual community and its formation mechanism, and pointed out that marketing value of virtual community is the action result of five key elements, i.e. interaction, information, relation, trust and identity. Among them, interaction is the core elements. The five key elements change the tradition relation between the consumers and the enterprises and influence consumer behavior mode profoundly.