企业在线社群内容组合策略的影响研究

The study impact of content strategy of online community

现代企业通过建立在线社群实现与消费者的互动,希望在向消费者提供服务的同时进行更好的营销,然而如何提供在线社群中的营销与服务内容却是一大难题.本文在营销-服务二元理论的基础上,提出了在线社群内容二元性的平衡维度与结合维度概念,并研究平衡维度与结合维度如何影响销售业绩与消费者的满意度.结合机器学习方法,本文发现,平衡维度对消费者满意度和销售绩效有提高作用,但是,结合维度对消费者满意度及企业绩效的影响呈倒U型;另外,企业员工的技能水平对内容二元性策略的效果有着显著的调节作用.研究结论对企业理解在线社群中的营销内容与服务内容之间的二元关系,以及内容提供策略的价值机制有重要的指导意义.

More and more enterprises utilize the online communities to interact with consumers,with the purpose of generating more sales aside from providing services to consumers.However,how to deliver marketing and service content in online communities is a challenge.Based on the theory of marketing and service ambidexterity,we propose the concept of balance dimension and combination dimension of content ambidexterity,and explore how balance dimension and combination dimension affect sales performance and consumer satisfaction.Based on natural language processing technology,we recognize the conversation and coded customer satisfaction from the online community,and find that the balance dimension has a positive effect on consumer satisfaction and sales performance.However,the combined dimension has an inverted U-shape ejffect on sales performance and consumer satisfaction.In addition,the skill level of employees has a significant moderating effect on the effect of content ambidexterity strategy.The findings may help enterprises understand the dual relationship between marketing content and service content in online communities and guide them to optimize the content delivery strategy.