基于虚拟社区的品牌在线建设研究

发布时间：2019-02-12 08:56

【摘要】： 网络经济的迅速扩张下,曾经因为成本低廉、效果也不输于传统广告而被广泛推崇的网络广告,在短短十年之内也沦为“传统”行列。如今人们对于传统互联网广告的排斥度日益上升,接受度日益下降。与此同时,网络越来越呈现出社区化发展趋势——据DCCI数据显示,2008年网络社区已成为继门户网站之后的又一主流媒介,影响到超过七成的互联网用户。伴随着网络虚拟社区时代的来临,新兴的网络虚拟社区逐渐显示出强大的营销功能,这种交互的、植入式的社区营销方式以多样化的形势和强力的渗透成为企业进行品牌建设的新利器。本文主要采用理论研究、比较分析和案例研究的方法,首先对相关领域内已有的理论和研究结果进行梳理和总结,以获得具有借鉴意义的成果;其次,通过比较结合虚拟社区的特点和品牌建设的要求,总结归纳出利用虚拟社区进行品牌在线建设的要求,并得出基于虚拟社区进行品牌在线建设的基本模式;再次,在前面提出的基本模式框架下,分三章内容对虚拟社区平台上的品牌在线建设进行深入细致的探讨;最后,对本文内容进行总结,并提出随着3G甚至4G等移动通信技术的发展,无线虚拟社区的产生和发展将成为一种趋势,这将为企业的品牌建设工作带来新的发挥空间,也为理论界带来新的研究内容。在理论界对虚拟社区的研究中,大多数集中在社会学和计算机科学领域中,力求解释其出现的社会学原因,以及如何在技术层面上实现更加完善的虚拟社区建设。也有一些学者将虚拟社区的研究引入管理学中,但大多侧重于其在广告、顾客获取和保留、知识交流等方面的营销价值,而关于将虚拟社区与品牌建设相结合的研究还很少。在本文的研究中,需要解决的问题是:如何利用网络虚拟社区进行品牌建设,从而把虚拟社区的营销学意义从细节价值的探讨提升到应用于企业品牌建设的战略层面,这也是本文的主要创新点所在。作为继电视、平面之后的第三种声音,作为从注意力经济向“注意力经济+体验经济”复合模式转化的理想载体,对如何基于虚拟社区进行品牌建设展开一些探讨,并提出可供借鉴的建议或参考,必然具有重要的理论和现实意义。
[Abstract]:With the rapid expansion of the network economy, the network advertisement, which has been widely respected because of its low cost and no inferior effect to the traditional advertisement, has been reduced to "tradition" in a short span of ten years. Nowadays, people's rejection of traditional Internet advertising is increasing, and the acceptance is declining day by day. At the same time, the network is increasingly showing a trend of community development-according to DCCI data, the Internet community has become another mainstream medium after the portal in 2008, affecting more than 70% of Internet users. With the advent of the era of network virtual community, the emerging network virtual community gradually shows a powerful marketing function, this interactive, Implantable community marketing has become a new weapon for brand building with diversified situation and strong penetration. This article mainly uses the theory research, the comparative analysis and the case study method, first carries on the comb and the summary to the correlation domain existing theory and the research result, in order to obtain has the reference significance result; Secondly, by comparing the characteristics of virtual community and the requirements of brand construction, summarize the requirements of brand online construction using virtual community, and get the basic mode of brand online construction based on virtual community; Thirdly, in the framework of the basic model proposed above, there are three chapters to discuss the brand online construction on the virtual community platform deeply and meticulously. Finally, this paper summarizes the content of this paper, and points out that with the development of mobile communication technology such as 3G and 4G, the emergence and development of wireless virtual community will become a trend, which will bring new space for the brand building of enterprises. It also brings new research contents to the theoretical circle. In the theoretical research of virtual community, most of them are concentrated in the field of sociology and computer science, trying to explain the sociological reasons of its appearance, and how to realize more perfect virtual community construction on the technical level. Some scholars introduce the research of virtual community into management, but most of them focus on its marketing value in advertising, customer acquisition and retention, knowledge exchange and so on. However, there is little research on the combination of virtual community and brand building. In the research of this paper, the problems that need to be solved are: how to use the network virtual community to carry on the brand construction, thus elevating the marketing significance of the virtual community from the discussion of the detailed value to the strategic level applied to the brand construction of the enterprise. This is also the main innovation point of this paper. As the third voice after TV and plane, as the ideal carrier of transformation from attention economy to "attention economy experience economy", this paper discusses how to build brand based on virtual community. It is of great theoretical and practical significance to put forward some suggestions or references for reference.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

【相似文献】