Research On The Evaluation Of User Contribution Value Of Virtual Brand Community

With the development of Internet and communication technology, virtual brand community has increasingly become the platform for users to understand the knowledge of the products, share experience and interact with others. The virtual brand community with a huge number of users has had a tremendous impact on the traditional customer relationship management, marketing and other strategies. In the booming development of virtual brand community, companies are increasingly aware that user contribution value has great importance to the company. Therefore, the research of user contribution value is of great importance and necessity.Based on the existing research of the user contribution value, weighted knowledge supernetwork and the virtual brand community, this paper proposed a new way measure the user contribution value from an innovative perspective. User contribution value is been divided into two dimensions which are user-contributed content value and the user interaction value. The user-contributed content value is measured by the contribution of core knowledge calculated by the weighted knowledge supernetwork, and the user interaction value is calculated by the degree of centrality, mediation center and close to the center in the P-P weighted network. This paper selects Xiaomi forum as an example for the study which is well developed in China. Finally this paper puts forward the evaluation of the user contribution value on the application in the user classification management strategies. The classification results showed that: users in the virtual brand community can be divided into four categories, namely the valuable users, knowledgeable users, social users and regular users. On the basis of user classification and combining the characteristics of virtual brand community, the strategies and recommendations are proposed on how to manage all users by classification and increase the user contribution value.The innovation of this study is that it is from a comprehensive perspective to calculate the user contribution value by weighted knowledge supernetwork and the social network. The user contribution value is divided into user-contributed content value and user interaction value. Therefore, this study not only enriches the theory of the user contribution value theory, more in practice provides a new idea for the management of users.