基于3G通讯环境的移动虚拟品牌社区研究

发布时间：2018-11-27 16:57

【摘要】： 随着3G业务在国内的开展和普及,以手机为代表的移动设备终端将逐步实现与电脑相差无几的互联网体验。与常规的电脑上网不同,手机上网具有随时随地、方便快捷和长期在线等特点。这些特点必将在很大程度上改变人们的互联网使用习惯,进而给互联网信息传播模式和网络媒体运营机制带来深远的变化。虚拟品牌社区是品牌社区和互联网虚拟社区相结合的产物,也是品牌社区较为理想的实现形式。借助互联网平台,品牌社区有效降低了消费者的参与门槛和互动成本。特别是在用户主体性地位显著增强、高效互动的Web2.0环境下,虚拟品牌社区的广告和营销价值日益受到各类企业的重视。3G移动互联网平台的普及为虚拟品牌社区的发展带来了新的契机。真实化的沟通环境、用户完全自主和随时互动的社区体验必然使虚拟品牌社区商业模式较之Web2.0时代更为高效、可靠,而对于品牌经营者来说这就意味着更大的广告价值和营销效果。在3G互联网全新信息传播模式下,口碑营销、数据库营销对于虚拟品牌社区的广告和营销活动非常重要。同时,3G虚拟品牌社区的广告和营销效果是否理想与用户体验设计和社区情感特征直接相关。成功的3G虚拟品牌社区必定以良好的用户体验和社区情感特征为基础,将口碑营销和数据库营销灵活有效地运用于运营策略之中。此外,基于手机用户的真实性,3G环境下的虚拟品牌社区能够更加有效地开展线下活动,从而使以往社区成员间虚拟的沟通变成现实生活中面对面的交流。手机支付和二维码的出现则使得品牌社区的广告和营销活动直接与社区成员的电子商务活动和消费行为对接。这些特点都是常规互联网虚拟品牌社区所不具备的,也是未来3G虚拟品牌社区在制定广告和营销策略时必须考虑的因素。最后,尽管3G虚拟品牌社区正处于起步阶段,但其代表着未来互联网广告和营销的发展趋势。随着运营商3G互联网业务的进一步成熟和普及,虚拟品牌社区必将为企业带来更大的广告和营销价值。
[Abstract]:With the development and popularization of 3G services in China, mobile device terminals represented by mobile phones will gradually realize the Internet experience which is no different from that of computers. Unlike the conventional computer, mobile phone has the characteristics of anytime, anywhere, convenient and long-term online. These characteristics will change people's Internet usage habits to a great extent and bring profound changes to the mode of Internet information dissemination and the operation mechanism of network media. Virtual brand community is the combination of brand community and internet virtual community. With the help of Internet platform, brand community effectively reduces the threshold of consumer participation and interaction costs. Especially in the environment of Web2.0, where the user's subjectivity position is significantly enhanced and the user is highly effective and interactive, The advertising and marketing value of virtual brand community is paid more and more attention by all kinds of enterprises. The popularization of 3G mobile Internet platform brings a new opportunity for the development of virtual brand community. The real communication environment and the user's completely independent and interactive community experience will make the virtual brand community business model more efficient and reliable than in the Web2.0 era. For brand operators, this means greater advertising value and marketing effects. Under the new information dissemination mode of 3G Internet, word-of-mouth marketing and database marketing are very important for advertising and marketing activities in virtual brand community. At the same time, whether the advertising and marketing effect of 3G virtual brand community is ideal is directly related to user experience design and community emotional characteristics. The successful 3G virtual brand community must be based on good user experience and community emotional characteristics and apply word of mouth marketing and database marketing to the operation strategy flexibly and effectively. In addition, based on the authenticity of mobile phone users, the virtual brand community in 3G environment can carry out offline activities more effectively, which makes virtual communication among community members become face-to-face communication in real life. The emergence of mobile phone payment and QR code makes the advertising and marketing activities of the brand community directly connected with the e-commerce activities and consumer behavior of the community members. These characteristics are not possessed by the conventional Internet virtual brand community, and are also the factors that must be taken into account when the 3G virtual brand community formulates advertising and marketing strategies in the future. Finally, although 3G virtual brand community is in its infancy, it represents the future trend of Internet advertising and marketing. With the further maturity and popularization of 3G Internet service, virtual brand community will bring greater advertising and marketing value to enterprises.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F49;F626

【参考文献】