Understanding The Crowdsourcing Development In The Virtual Band Community

The Internet has changed humans, communities and production modes. The communication between people become easier. Knowledge barrier is broken, and the ability of people to participate in amateur things is greatly increased. Communities has been liberated from geographical factors, and online communities, which are divided by interest, are emerging.One concept, known as "Crowdsourcing" occupies people’s horizon. To take "crowdsourcing" is a reasonable strategy for enterprises on this condition that the Internet technology is increasingly rising, while the ability and the will of crowd to participate are increasing substantially, virtual communities are mature day by day. This research has this practice significance:provide a clue for enterprises to update their product pattern and build the new consumer-production relationship; and this theoretical significance:deepen the connotation of crowdsourcing in a specific context and try to widen the applied range of the structuration theory.This research has employed ethnographic techniques to collect data, including the interview of the MIUI Leader, and participant observation and netnography on the MIUI forum. And a framework of the structuration theory has been tried to analyze data. This paper holds that, the virtual brand community has got important resource for development. But it’s very difficult to transmit put the resource to the development practice. One reason is that it’s limited by the firm’s organization system. Another is that the projects provided by the crowd appear of fragmentization and lack of organization. Crowdsourcing has been solving these problems. At last, this research has provided an exploratory framework for the future crowdsourcing development in the virtual band community by the structuration model. This framework has provided an integrated perspective for the key issues of the crowdsourcing development in the virtual brand community, as well as used for understanding the interaction of the entities in the crowdsourcing development.