Study On Brand Online-building Based On Virtual Communities

With the rapid expansion of the network economy, network advertising has already fallen in "traditional" ranks, even though it was widely used because of its low cost and effect no worse than traditional ads. Today, more and more people become to hate the network advertising. At the same time, the network is showing an increasing trend of community-based development. According to data from DCCI, in 2008, network virtual community has become one of the most important media, affecting more than 70% of all Internet users. With the network community era is coming, the emerging virtual communities gradually show strong marketing functions. The alternating and embedded community-marketing becomes a powerful new weapon because of its various methods and strong infiltration.This paper mainly uses methods of theory study, comparative analysis and case study. First of all, the relevant areas of the existing theory and research results are sorted and summed to obtain the results that can be referred. Secondly, by comparing and combining the characteristics of virtual communities and the requirements of brand-building, I summarize the principles of brand building using of virtual communities, and come out the model of brand online-building based on virtual communities. Thirdly, under the framework of the model, we discuss about the brand online-building on the platform of virtual communities in details. Three chapters are used in this part. Finally, it is put forward that wireless virtual communities will become a trend with the development of mobile-communicating-technology such as 3G and 4G Enterprises will have new play space for their work of brand-building, and scholars will have new research areas.At present, the study of virtual communities are more concentrated in sociology and computer science, to seek to explain the sociological reasons for its emergence, as well as to achieve more perfect virtual community building at the technical level. Some scholars study virtual communities in the field of Management, but most of them focused on its value at advertising, customer acquisition and retention, knowledge sharing. Studies on combination of brand-building and virtual communities are also very few. In this paper, a question that needs to be addressed is how to make use of virtual communities to build and manage brand. This will improve significance in marketing of virtual communities from discussing detail values to applying to brand-building strategy. Virtual communities are "the third voice" following televisions and print media, and the perfect platform to transform the attention economy to the composite mode of "Attention Economy + Experience Economy". So, It has very important theoretical and practical significance to seek how to build and manage brand which can deliver some advices for enterprise managers...