A Network-based Study About The Model Of Enterprise Beneficial Community

With the development of information technology, Internet pattern has had the revolutionary change. The rise of Web2.0, make the availability and transitivity of information become more and more fast and convenient, information between enterprise and outside world tends to be symmetrical, the traditional enterprise development pattern and marketing concept became more and powerless. Simply treat the enterprise products or the customer demand as the center will be difficult to win in competition. The dramatic change of Internet environment made enterprise began to face unprecedented challenges, need to develop a new kind of development model, with a new angle of view to maintain customer relationships and stakeholder relationships. Based on the analysis of relationship marketing theory and stakeholder theory, combining with the theory of community, this article put forward a kind of enterprise development model based on the network environment-enterprise beneficial community, and made both theory and case analysis for this kind.of development model.This paper included five main parts:The first part, make a preliminary description for the research background, research significance, research methods, thesis framework and the possible innovation points; The second part, through a review of the literature review and theoretical basis, including the relationship marketing theory, stakeholder theory and the theory of community, to analyze the development present situation and insufficient; The third part, make a concrete analysis to the related concepts of enterprise beneficial community model, the network environment, form reason, constitution and interactive relationship model;The fourth part, take Xiaomi company as an example, using social network analyze method to make a qualitative study to this network-based enterprise beneficial community model,and using UCINET6 social network analysis software to make quantitative analysis to the network size, density, cohesion, centricity and relationship types;The last part, draw the research conclusion, sum up the limitations of this article, and make prospect for the future research.Through the research to this network-based pattern of enterprise beneficial community, this paper mainly come to the following conclusions:(1) Enterprise beneficial community is a new kind of development model under the network environment, through this model, stakeholders can be involved in the development and management of enterprises. Due to. the different types of stakeholders. in the community, their role and function are also different, the development of the enterprise beneficial community depends on the mutual cooperation and participation of both the internal and external stakeholders, the common governance of internal and external is the assurance of effective operation and development of the beneficial community model.(2) Based on the analysis result of the case, we can see that the overall size of the network-based enterprise beneficial community is large, but the network density and condensation degree is low, which indicate that the adhesion between members of the large scale community is low. It presents a relatively loose interaction structure, which will have a certain impact to the operations and goals in the community. In the process of building a beneficial community, enterprises can enhance the density and cohesion of community by increasing the sense of belonging and identity between the beneficial community members, so as to achieve the goal of enterprise beneficial community more effectively.(3) From the community network centricity, we can see that there have been a few large in-degree individual in the network, but the centricity of vast majority members in the group is not high, of a low power. Due to the dynamic of individual centricity, it depends on the participation and performance in the group, so enterprises can adopt some reward system to motivate them to participate in the community. The high whole centralization of groups indicate that the interactive behavior inside the group are more targeted and consistency. As the openness and dynamic of group, the existence of group will not hinder the circulation of resources and information of community, but help to better develop the function and utility of community. So enterprises can improve the participation of members through effective group division, combine with positive encouragement system during the development process of the beneficial community pattern.(4) Among the interactive relationship and participation of enterprise beneficial community, the highest participation degree is information relationship, the second is help relationship, which indicate that the participation of stakeholders is aimed to get useful information or solve problems cannot solve by themselves, it is oriented by their own demands. Discussion relationship and emotion relationship get less attention than former two types of relationships. However, discussion and emotion relationships are important form to maintain relations between stakeholders, they are also important methods to establish identity and trust between community members, which are more stable and permanent compared with the material needs and interests. Enterprises should attach importance to the establishment of emotion relationship between community members, focusing on the product and the consumer demand, at the same time, increase the emotional communication between members, by setting up special emotional interaction plates or launching offline interactive activities, which will improve the adhesion of the community members, so as to win more Internet customers and market share, make enterprises go further through the community model in the age of the Internet.