基于价值分析的虚拟品牌社区及其成员成长过程研究

发布时间：2018-05-17 09:23

本文选题：因特网环境 + 虚拟品牌社区　；参考：《合肥工业大学》2009年硕士论文

【摘要】： 随着互联网的广泛使用,网络社区逐渐显示出巨大的商业价值,演变为虚拟品牌社区。虚拟品牌社区以传统品牌创建理论为基础,是企业网络营销的重要工具和手段。在因特网上,企业通过网络社区可以方便快捷的与客户建立联系,并为客户提供有价值的产品和服务,使客户驻留在企业的网络社区并产生依赖。在市场激烈竞争中,虚拟品牌社区已经成为企业提升品牌形象,增加竞争力的重要营销工具和手段。因此,研究网络环境下的品牌社区形成与发展原理对指导企业实施网络营销具有重要的理论价值和现实意义。企业对虚拟品牌社区的价值不断认识和发现,且具有强烈的应用愿望。如何满足企业的这些需要,有许多亟待解决的问题。本文通过大量的文献阅读和调研分析后发现,现有文献及其成果对虚拟品牌社区概念和应用的描述是不贴切的,基本是套用传统品牌社区的发展理论解释网络中的一些现象,完整的论述和研究虚拟品牌社区形成与发展的成果并不多见。因此,研究虚拟品牌社区的界定,以及其形成和发展的原理,对企业实施虚拟品牌社区的网络营销战略具有重要的价值。首先,在对现有虚拟社区、品牌社区和虚拟品牌文献阅读和分析的基础上,获得支持虚拟品牌研究的基本理论与方法,主要是:顾客可让渡价值、客户生命周期、客户满意和忠诚等经典理论;其次,从虚拟品牌社区发展和社区成员成长视角分析,探讨虚拟品牌社区和成员的形成和发展基本过程,找出社区成员在社区过程成长,及网络价值不断放大吸引社区成员的基本规律,并确定了网络社区、社区成员、网络品牌等要素之间的联系关系,据此,构造了虚拟品牌社区阶段发展递进模型,以完整地诠释网络社区成长和社区成员成长的历程;在实证研究上,对虚拟品牌社区:“新奇军”网络社区成长状况进行了调查与分析,通过在线问卷调查,检验了模型的适用性和方法的可行性,并针对社区价值增值和成长给出切实可行的建议,以帮助企业更好地利用虚拟品牌社区开展网络营销。
[Abstract]:With the wide use of the Internet, the online community gradually shows great commercial value and becomes a virtual brand community. Virtual brand community, based on traditional brand building theory, is an important tool and means of enterprise network marketing. On the Internet, enterprises can easily and quickly establish contact with customers through the network community, and provide customers with valuable products and services, so that customers stay in the enterprise's network community and become dependent. In the fierce market competition, virtual brand community has become an important marketing tool and means for enterprises to enhance brand image and increase competitiveness. Therefore, it is of great theoretical value and practical significance to study the formation and development principle of brand community in the network environment for guiding enterprises to implement network marketing. The value of virtual brand community is constantly recognized and discovered, and has a strong desire for application. How to meet these needs of enterprises, there are many problems to be solved. After a lot of literature reading and investigation and analysis, this paper finds that the existing literature and its achievements are not appropriate to describe the concept and application of virtual brand community, and it is basically to apply the development theory of traditional brand community to explain some phenomena in the network. Complete discussion and research on the formation and development of virtual brand community are rare. Therefore, it is of great value to study the definition of virtual brand community and the principle of its formation and development for enterprises to implement the network marketing strategy of virtual brand community. First of all, on the basis of reading and analyzing the existing virtual community, brand community and virtual brand literature, the basic theories and methods to support virtual brand research are obtained, which are: customer transferable value, customer life cycle. Secondly, from the perspective of the development of virtual brand community and the growth of community members, this paper discusses the basic process of the formation and development of virtual brand community and members, and finds out that the community members grow in the community process. And the basic law of attracting community members by increasing the value of the network, and determining the relationship among the elements of network community, community members, network brand, etc. Based on this, a progressive model for the development of virtual brand community in the stage of development is constructed. In the empirical research, the author investigates and analyzes the growth of virtual brand community: "Xinjun" online community, and makes an online questionnaire survey on the growth of the online community and the members of the community through the complete interpretation of the process of the growth of the online community and the community members. This paper tests the applicability of the model and the feasibility of the method, and gives some practical suggestions for the community value increment and growth, in order to help the enterprise to use the virtual brand community better to carry out the network marketing.
【学位授予单位】：合肥工业大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F49;F272;F224

【引证文献】