虚拟品牌社区对饲料企业营销的影响

Research on the influence of virtual brand community on feed enterprise marketing

随着电子科学技术的不断更新与发展,互联网空间成为我们日常生活中必不可少的交流空间,网络社区也随之应运而生,虚拟品牌社区作为网络世界中企业与消费群体重要的互动社区,其对企业产品营销产生了十分重要的影响。本文通过对虚拟品牌社区的形成及虚拟品牌社区参与动机等问题进行深入研究,发现虚拟品牌社区对饲料企业品牌忠诚度的提升有一定的积极作用,且参与虚拟品牌社区的企业与消费群体能在其中实现价值共创,对企业经济效益的提升有正面影响,并根据虚拟品牌社区发展对饲料营销的影响提出了改进建议。

With the continuous renewal and development of Electronic Science and technology,Internet space has become an indispensable communication space in our daily life,and the network community has also been applied.As an important interactive community between enterprises and consumer groups in the network world,virtual brand community has a very important impact on enterprise product marketing.Through in-depth research on the formation of virtual brand community and the participation motivation of virtual brand community,it is found that virtual brand community plays a positive role in improving the brand loyalty of feed enterprises,and the enterprises and consumer groups participating in virtual brand community can realize value co creation,which has a positive impact on the improvement of economic benefits of enterprises,According to the influence of the development of virtual brand community on the marketing of feed enterprises,this paper puts forward improvement suggestions.