CAJ | 학술논문

品牌企业热衷于创建虚拟品牌社区并对其规范管理，目的是为了进一步稳固忠实队伍和开发更多的潜在客户以获取更大的利润。越来越多消费者参与到虚拟品牌社区进行价值共创，其目的何在？本文将多角度对消费者参与虚拟品牌社区价值共创的动机进行分析。
품패기업열충우창건허의품패사구병대기규범관리，목적시위료진일보은고충실대오화개발경다적잠재객호이획취경대적리윤。월래월다소비자삼여도허의품패사구진행개치공창，기목적하재？본문장다각도대소비자삼여허의품패사구개치공창적동궤진행분석。
Brand enterprises crave to create their virtual brand community and standardize the management, so as to further stabilize loyalty of customers and develop more potential ones to obtain greater profits. More and more consumers participate in the virtual community to create brand value. What is its purpose? The article ana-lyzes the motivation of consumer's participation from multiple angles.