本文選題：因特網(wǎng)環(huán)境 + 虛擬品牌社區(qū)�。� 參考：《合肥工業(yè)大學(xué)》2009年碩士論文

【摘要】： 隨著互聯(lián)網(wǎng)的廣泛使用,網(wǎng)絡(luò)社區(qū)逐漸顯示出巨大的商業(yè)價(jià)值,演變?yōu)樘摂M品牌社區(qū)。虛擬品牌社區(qū)以傳統(tǒng)品牌創(chuàng)建理論為基礎(chǔ),是企業(yè)網(wǎng)絡(luò)營(yíng)銷的重要工具和手段。在因特網(wǎng)上,企業(yè)通過網(wǎng)絡(luò)社區(qū)可以方便快捷的與客戶建立聯(lián)系,并為客戶提供有價(jià)值的產(chǎn)品和服務(wù),使客戶駐留在企業(yè)的網(wǎng)絡(luò)社區(qū)并產(chǎn)生依賴。在市場(chǎng)激烈競(jìng)爭(zhēng)中,虛擬品牌社區(qū)已經(jīng)成為企業(yè)提升品牌形象,增加競(jìng)爭(zhēng)力的重要營(yíng)銷工具和手段。因此,研究網(wǎng)絡(luò)環(huán)境下的品牌社區(qū)形成與發(fā)展原理對(duì)指導(dǎo)企業(yè)實(shí)施網(wǎng)絡(luò)營(yíng)銷具有重要的理論價(jià)值和現(xiàn)實(shí)意義。 企業(yè)對(duì)虛擬品牌社區(qū)的價(jià)值不斷認(rèn)識(shí)和發(fā)現(xiàn),且具有強(qiáng)烈的應(yīng)用愿望。如何滿足企業(yè)的這些需要,有許多亟待解決的問題。本文通過大量的文獻(xiàn)閱讀和調(diào)研分析后發(fā)現(xiàn),現(xiàn)有文獻(xiàn)及其成果對(duì)虛擬品牌社區(qū)概念和應(yīng)用的描述是不貼切的,基本是套用傳統(tǒng)品牌社區(qū)的發(fā)展理論解釋網(wǎng)絡(luò)中的一些現(xiàn)象,完整的論述和研究虛擬品牌社區(qū)形成與發(fā)展的成果并不多見。因此,研究虛擬品牌社區(qū)的界定,以及其形成和發(fā)展的原理,對(duì)企業(yè)實(shí)施虛擬品牌社區(qū)的網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略具有重要的價(jià)值。 首先,在對(duì)現(xiàn)有虛擬社區(qū)、品牌社區(qū)和虛擬品牌文獻(xiàn)閱讀和分析的基礎(chǔ)上,獲得支持虛擬品牌研究的基本理論與方法,主要是:顧客可讓渡價(jià)值、客戶生命周期、客戶滿意和忠誠(chéng)等經(jīng)典理論;其次,從虛擬品牌社區(qū)發(fā)展和社區(qū)成員成長(zhǎng)視角分析,探討虛擬品牌社區(qū)和成員的形成和發(fā)展基本過程,找出社區(qū)成員在社區(qū)過程成長(zhǎng),及網(wǎng)絡(luò)價(jià)值不斷放大吸引社區(qū)成員的基本規(guī)律,并確定了網(wǎng)絡(luò)社區(qū)、社區(qū)成員、網(wǎng)絡(luò)品牌等要素之間的聯(lián)系關(guān)系,據(jù)此,構(gòu)造了虛擬品牌社區(qū)階段發(fā)展遞進(jìn)模型,以完整地詮釋網(wǎng)絡(luò)社區(qū)成長(zhǎng)和社區(qū)成員成長(zhǎng)的歷程;在實(shí)證研究上,對(duì)虛擬品牌社區(qū):“新奇軍”網(wǎng)絡(luò)社區(qū)成長(zhǎng)狀況進(jìn)行了調(diào)查與分析,通過在線問卷調(diào)查,檢驗(yàn)了模型的適用性和方法的可行性,并針對(duì)社區(qū)價(jià)值增值和成長(zhǎng)給出切實(shí)可行的建議,以幫助企業(yè)更好地利用虛擬品牌社區(qū)開展網(wǎng)絡(luò)營(yíng)銷。
[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.
【學(xué)位授予單位】：合肥工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F49;F272;F224

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 習(xí)婉鈺;張浩;;消費(fèi)者參與視角下的虛擬低碳社區(qū)構(gòu)建思路[J];電子商務(wù);2013年08期

相關(guān)碩士學(xué)位論文 前5條

1 趙瑩瑩;虛擬品牌社區(qū)用戶忠誠(chéng)度影響因素研究[D];東北財(cái)經(jīng)大學(xué);2010年

2 李婧蓮;基于網(wǎng)絡(luò)平臺(tái)的運(yùn)動(dòng)服裝品牌社區(qū)研究[D];東華大學(xué);2012年

3 尹俊麗;虛擬品牌社區(qū)構(gòu)建研究[D];山東大學(xué);2010年

4 徐芒芒;虛擬品牌社區(qū)歸屬感對(duì)消費(fèi)者品牌忠誠(chéng)的影響研究[D];中南大學(xué);2012年

5 桂妍;基于實(shí)名制SNS平臺(tái)的服裝品牌營(yíng)銷研究[D];東華大學(xué);2012年

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本文編號(hào)：1900831