虚拟社区的概念、特征与营销启示探析

On Concepts,Characteristics and Marketing Implications of Virtual Communities

笔者在对虚拟社区的概念、特征进行回顾总结的基础上,对虚拟社区的概念进行界定并从营销视角对企业经营虚拟社区提出建议,认为虚拟社区的发展需要在提升信息技术、提高顾客需求满足、明确服务产品功能定位以及支持顾客的互动交流等多方面做出努力,以吸引并维持顾客的参与,扩大企业服务产品的消费群体,进而增强企业的竞争力。

This paper defines the virtual communities and proposes suggestions to enterprises doing business of virtual communities from the marketing perspective based on reviewing the concepts and characteristics of virtual communities. This paper suggests the enterprises should make efforts to promote information technology, improve satisfaction of customer demands, definite functions of service product and support interactive exchanges among customers to attract and keep the customers＇ participation and enlarge the consumer groups of service products to enhance the competitiveness of enterprises.