CAJ | 학술논문

网络经济时代，那些具有类似消费兴趣、共同消费体验、趋近品牌认知的消费者聚集于虚拟社群，彼此间通过互联网进行多种形式的互动和信息分享，使之成为品牌传播的新途径，成为不同品牌争夺消费者的主要战场。在虚拟社群中，品牌间亦存在竞争关系，如何赢得消费者持续、有效的关注与认知，是网络经济下企业品牌传播的关键。文章从虚拟社群中品牌为吸引顾客注意而开展竞争的视角进行研究发现，增强消费者与品牌的关系质量能够促进消费者参与品牌相关知识分享的意愿；品牌相关话题圈子的规模会对消费者参与讨论的意愿产生正向影响；虚拟社群中的信任能让消费者认为参与讨论可获得更多利益，从而促使消费者参与虚拟社群中的知识分享活动；消费者会为了满足自身与他人交往的需要而参与虚拟社群中的讨论，贡献自己的知识。因此，为更好地帮助品牌在虚拟社群中树立自身号召力，品牌营销者应在以下方面作出努力：一要在进行社群营销时努力使品牌相关话题的讨论更多，内容更丰富，以增加消费者讨论品牌话题的兴趣，吸引更多消费者进入到品牌知识讨论的圈子中来；二要增强与消费者的互动，提升品牌与消费者的关系质量；三要建立成员问信任关系，使知识分享更流畅。
망락경제시대，나사구유유사소비흥취、공동소비체험、추근품패인지적소비자취집우허의사군，피차간통과호련망진행다충형식적호동화신식분향，사지성위품패전파적신도경，성위불동품패쟁탈소비자적주요전장。재허의사군중，품패간역존재경쟁관계，여하영득소비자지속、유효적관주여인지，시망락경제하기업품패전파적관건。문장종허의사군중품패위흡인고객주의이개전경쟁적시각진행연구발현，증강소비자여품패적관계질량능구촉진소비자삼여품패상관지식분향적의원；품패상관화제권자적규모회대소비자삼여토론적의원산생정향영향；허의사군중적신임능양소비자인위삼여토론가획득경다이익，종이촉사소비자삼여허의사군중적지식분향활동；소비자회위료만족자신여타인교왕적수요이삼여허의사군중적토론，공헌자기적지식。인차，위경호지방조품패재허의사군중수립자신호소력，품패영소자응재이하방면작출노력：일요재진행사군영소시노력사품패상관화제적토론경다，내용경봉부，이증가소비자토론품패화제적흥취，흡인경다소비자진입도품패지식토론적권자중래；이요증강여소비자적호동，제승품패여소비자적관계질량；삼요건립성원문신임관계，사지식분향경류창。
In the era of network economy, consumers with similar consumption interest, common consumpuon experience and convergent brand cognition gather in virtual community; they interact and share the information through Internet, which makes the virtual community to be the new way to spread brand and the main battlefield for the brands to obtain consumers. In the virtual community, there is also competition among brands; so how to capture the sustainable and effective attention and cognition of consumers is the key for the enterprises to spread their brands in network economy. It is found that improving the quality of relation between consumers and brands can enhance the consumers＇ willingness to take part in brand related knowledge sharing; the scale of brand related circle will have positive effect on consumers＇ willingness to take part in discussion~ trust in virtual community will make consumers to believe that they can obtain more benefit from the discussion, which will in turn encourage the consumers to take part in knowledge sharing in virtual community~ and consumers will take part in discussion in virtual community and contribute their knowledge to meet their requirement of communicating with others. So, to better increase the appealingness of brand in virtual community, professionals engaged in brand marketing should do a better job in： first, making brand related discussion to be more colorful to arouse more interest and attract more consumers; second, enhancing interaction with consumers to improve the quality of relation between brand and consumers; and third, establishing trust among members to make knowledge sharing to be more fluent.