【摘要】： 隨著3G業(yè)務(wù)在國(guó)內(nèi)的開(kāi)展和普及,以手機(jī)為代表的移動(dòng)設(shè)備終端將逐步實(shí)現(xiàn)與電腦相差無(wú)幾的互聯(lián)網(wǎng)體驗(yàn)。與常規(guī)的電腦上網(wǎng)不同,手機(jī)上網(wǎng)具有隨時(shí)隨地、方便快捷和長(zhǎng)期在線等特點(diǎn)。這些特點(diǎn)必將在很大程度上改變?nèi)藗兊幕ヂ?lián)網(wǎng)使用習(xí)慣,進(jìn)而給互聯(lián)網(wǎng)信息傳播模式和網(wǎng)絡(luò)媒體運(yùn)營(yíng)機(jī)制帶來(lái)深遠(yuǎn)的變化。 虛擬品牌社區(qū)是品牌社區(qū)和互聯(lián)網(wǎng)虛擬社區(qū)相結(jié)合的產(chǎn)物,也是品牌社區(qū)較為理想的實(shí)現(xiàn)形式。借助互聯(lián)網(wǎng)平臺(tái),品牌社區(qū)有效降低了消費(fèi)者的參與門(mén)檻和互動(dòng)成本。特別是在用戶主體性地位顯著增強(qiáng)、高效互動(dòng)的Web2.0環(huán)境下,虛擬品牌社區(qū)的廣告和營(yíng)銷價(jià)值日益受到各類企業(yè)的重視。3G移動(dòng)互聯(lián)網(wǎng)平臺(tái)的普及為虛擬品牌社區(qū)的發(fā)展帶來(lái)了新的契機(jī)。真實(shí)化的溝通環(huán)境、用戶完全自主和隨時(shí)互動(dòng)的社區(qū)體驗(yàn)必然使虛擬品牌社區(qū)商業(yè)模式較之Web2.0時(shí)代更為高效、可靠,而對(duì)于品牌經(jīng)營(yíng)者來(lái)說(shuō)這就意味著更大的廣告價(jià)值和營(yíng)銷效果。 在3G互聯(lián)網(wǎng)全新信息傳播模式下,口碑營(yíng)銷、數(shù)據(jù)庫(kù)營(yíng)銷對(duì)于虛擬品牌社區(qū)的廣告和營(yíng)銷活動(dòng)非常重要。同時(shí),3G虛擬品牌社區(qū)的廣告和營(yíng)銷效果是否理想與用戶體驗(yàn)設(shè)計(jì)和社區(qū)情感特征直接相關(guān)。成功的3G虛擬品牌社區(qū)必定以良好的用戶體驗(yàn)和社區(qū)情感特征為基礎(chǔ),將口碑營(yíng)銷和數(shù)據(jù)庫(kù)營(yíng)銷靈活有效地運(yùn)用于運(yùn)營(yíng)策略之中。此外,基于手機(jī)用戶的真實(shí)性,3G環(huán)境下的虛擬品牌社區(qū)能夠更加有效地開(kāi)展線下活動(dòng),從而使以往社區(qū)成員間虛擬的溝通變成現(xiàn)實(shí)生活中面對(duì)面的交流。手機(jī)支付和二維碼的出現(xiàn)則使得品牌社區(qū)的廣告和營(yíng)銷活動(dòng)直接與社區(qū)成員的電子商務(wù)活動(dòng)和消費(fèi)行為對(duì)接。這些特點(diǎn)都是常規(guī)互聯(lián)網(wǎng)虛擬品牌社區(qū)所不具備的,也是未來(lái)3G虛擬品牌社區(qū)在制定廣告和營(yíng)銷策略時(shí)必須考慮的因素。 最后,盡管3G虛擬品牌社區(qū)正處于起步階段,但其代表著未來(lái)互聯(lián)網(wǎng)廣告和營(yíng)銷的發(fā)展趨勢(shì)。隨著運(yùn)營(yíng)商3G互聯(lián)網(wǎng)業(yè)務(wù)的進(jìn)一步成熟和普及,虛擬品牌社區(qū)必將為企業(yè)帶來(lái)更大的廣告和營(yíng)銷價(jià)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.
【學(xué)位授予單位】：湖南師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類號(hào)】：F49;F626

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