Research On The Construction Of Virtual Brand Community

With the development of economic globalization, products without trademark has been replaced by brand products,which indicate that brand winning time has been coming. Particularly entering the 21 st century, the way of information distribution and acception has been changed by the applications and development of network technology, which also changed the style and environment that people live, work, study and cooperate. In the end of December 2009, the scale of Chinese netizens reached 384 million, and the internet penetration rate reached to further promote 26.8%. Under this circumstances, virtual brand community becomes the attention focus of enterprise and research hotspot of scholars. But the academic research about virtual brand community is mainly on function mechanism,such as effects of virtual brand community participation on brand loyalty,on customer behavioral orientation, effects of members'participation motive on business model and empirical research of consumers'participation motives, while research about virtual brand community formation is relative lack,so this paper will discusses the construction of virtual brand community,which can improve the theory system of virtual brand community as well as have certain practical value.Through literature study, case analysis, web content analysis and other research methods,this paper combine the virtual brand community research both at home and abroad with the unique features of network, do some research about the construction of virtual brand community, starting from the angle of consumers'participation drive on virtual brand community, combining with the characteristics of virtual brand community and the enterprise idea of constructing virtual brand community, carry on comprehensive explanation of the construction of virtual brand community, design a integrated model of virtual brand community construction and interpret it creatively, then make a study on the construction process managemen of virtual brand community and provide a series of suggestions for enterprise practice of virtual brand community construction, mainly in four aspects, including to guide community infrastructure construction, to strengthen enterprise's brand construction, to consolidate the construction of community relations and to maintain community benign development.Based on study of the relevant knowledge of virtual brand community, analysis of the research status of virtual brand community, thia paper find that virtual brand community construction still need further research. Considering the academic research status and operation practice of virtual brand community in daily life, this paper abstract and summarize the main influence factors of virtual brand community construction, mainly including characteristics of virtual brand community, consumers' participation drive on virtual brand community and enterprise's principle of constructing virtual brand community, propose model design principle and design train of thought based on combining theoretical basis with practical basis, and then design the integrated model of virtual brand community construction. Finally, this paper provided a series of comments and suggestions on virtual brand community construction for the enterprise,used to guide enterprise's practice activities of virtual brand community construction.