Research On Brand Marketing From The Perspective Of Virtual Community Economy

The Virtual community is a social group generated with social contact through internet, which refers to the online community or close personal relationship formed through communication and discussion involved in internet. The Virtual community has been developing for quite a long time, but scale economy resulted from production capacity and consumption capacity of members of the virtual community has just appeared in recent years with the grand tide of constant internet upgrading. Currently, the word " community economy" gradually appears in people ’ s field of view, and becomes an important topic frequently discussed in both academia and industry.The thesis develops research on brand marketing strategy mainly from the perspective of the virtual community economy, and focuses on research on the relatively successful Logic Show in this field. Firstly, the author makes a summary about the development of virtual community economy, and further concludes that social community economy is presented by community cooperation in production, ubiquitous participation sense and first community then brand in terms of production,consumption and marketing; Secondly, the author discusses members,organization, communication mode and other communication characteristics of virtual community, and summarizes platform value,channel value and interaction value of virtual community. Fans loyalty building brand, opinion leader creating charming personality and viral marketing based of self-organization are values in three dimensions of social community; Then, the author further discusses the current state of brand marketing of the social community s, and states that characteristics of virtual community brand marketing lie in precise positioning, effective interaction and multiple components and that these characteristics of virtual community brand marketing have great influence and greatly promoted positioning, interaction and sales strategy of traditional marketing; Finally, the author discusses strategy of virtual community brand marketing, and concludes three problems in front of virtual community marketing in China: marketing mode has not been recognized,marketing communication process can not be controlled and market effect evaluation is not complete. For these three problems, the author proposes targeted suggestions which areconnecting brand community to better positioning, building brand community with complete organization structure and excellent contents, and igniting brand community with interactive sceneries and ingenious communication mode. The future economic form will be transformed to range business from scale business,and consumers will also turn into active participation from passive reception. Consumers operation appears to be much more important than product sales, and brand marketing will enter a new era together with high-speed development of virtual community.