The Study Of Mobile Virtual Brand Community Based On 3G Communication Environment

Mobile phone has been achieved the same internet experience as computer along with the popularization of 3G business. Different from computer, one can access to the Internet by mobile phone at all times. The features of 3G mobile phone will change the habit of internet user to a great degree, also the pattern of communication by internet and Operation of network will be changed.Virtual brand community is a product of integration of brand community and internet virtual community and it's a effective forms of brand community. By internet, brand community has cut down the cost of participation and interaction of customer. Many companies attach importance to the value of advertising and marketing of virtual brand community especially under the environment of web 2.0. The popularization of 3G Platform will bring new opportunities to the virtual brand community. Compared with the virtual brand community under web2.0,3G virtual brand community is more efficient and reliable and the value of advertising and marketing is much greater.Under the new communication pattern of 3G network, viral marketing and database marketing are very important to the virtual brand community. At the same time, the effect of advertising and marketing in the 3G virtual brand community will be affected by user experience and sensibility features. A successful 3G virtual brand community is based on the nice user experience and sensibility features, viral marketing and database marketing are also need to be applied in a flexible way.Furthermore, based on the authenticity of mobile phone user, it's easy for 3G virtual brand community to organize below-the-line activity. The communication between members by internet can be transferred to the face to face interview. Advertising and marketing in 3G virtual brand community will directly affect the E-business and consuming behavior of community members by mobile Payment and two dimension codes. These features are not provided by normal virtual brand community, but there are important factors for the advertising and marketing strategy of 3G virtual brand community in the future.In general, though 3G virtual brand community is at development stage, it stands for the trend of internet advertising and marketing. Along with the maturity and popularization of 3G network business, virtual brand community will bring much greater value of advertising and marketing to the companies.