企业经济
企業經濟
기업경제
Enterprise Economy
2011年
7期
63~65
,共null页
成员成长理论 虚拟品牌社区 网络营销
成員成長理論 虛擬品牌社區 網絡營銷
성원성장이론 허의품패사구 망락영소
Member Growth Theory; virtual brand community; network marketing
虚拟品牌社区在激发消费者互动、扩大消费群体、提升品牌竞争优势等方面为企业提供了适应新的竞争和营销环境的一条重要途径。本文理解和定义了虚拟品牌社区的概念,在深入分析成员需要层次理论和成员成长理论的基础上,提出了基于成员成长理论的虚拟品牌社区的构建模型,并在基础设施构建、社区网络安全、认同空间构建、互动空间构建、社区规范与秩序构建等虚拟品牌社区不同的构建层次上提出了具体的策略。
虛擬品牌社區在激髮消費者互動、擴大消費群體、提升品牌競爭優勢等方麵為企業提供瞭適應新的競爭和營銷環境的一條重要途徑。本文理解和定義瞭虛擬品牌社區的概唸,在深入分析成員需要層次理論和成員成長理論的基礎上,提齣瞭基于成員成長理論的虛擬品牌社區的構建模型,併在基礎設施構建、社區網絡安全、認同空間構建、互動空間構建、社區規範與秩序構建等虛擬品牌社區不同的構建層次上提齣瞭具體的策略。
허의품패사구재격발소비자호동、확대소비군체、제승품패경쟁우세등방면위기업제공료괄응신적경쟁화영소배경적일조중요도경。본문리해화정의료허의품패사구적개념,재심입분석성원수요층차이론화성원성장이론적기출상,제출료기우성원성장이론적허의품패사구적구건모형,병재기출설시구건、사구망락안전、인동공간구건、호동공간구건、사구규범여질서구건등허의품패사구불동적구건층차상제출료구체적책략。
Virtual brand community provides an important approach for enterpris es to adapt to the new environment of competition and marketing in stimulating c onsumer interaction,expanding consumer groups,enhancing brand＇s competitive ad vantage.This article has understood and defined the concept of virtual brand co mmunities,and on deep analysis on members hierarchy theory and the member growt h theory,this paper has presented the model of constituting virtual brand commu nity based on member growth theory,and thus proposed specific strategies for co nstituting virtual brand community at different levels of infrastructure buildin g,community network security,acknowledge space construction,interaction space construction,and community norms and order construction.
