Research On KK Company’s Community Marketing Strategy From The Perspective Of Value Co-creation

Traditionally it is believed that the value of goods and services is created by their producers alone.After the management master Prahalad and Ramaswamy first proposed the value co-creation theory in the early 21^stcentury,such traditional perceptions began to change:the role of consumers is not only the gainer of value,but also the creator of value.Producers and consumers can co-create the value.As a result,value co-creation is a new direction in the field of marketing,and has attracted great attention from the scholars in the world.With the development of Internet technology,the functions of the mobile terminal are becoming more powerful,and people have shifted their social activities from offline to online,gradually forming virtual communities.A virtual community is a virtual network of relationships in which the people can communicate and share with each other,and those having common interests and hobbies can interact and resonate with each other without geographical boundary restrictions.This relationship has a stable structure,unified codes of conduct and common value orientation,and can act organically.Therefore,it is considered to have a great commercial value.Virtual communities are a typical platform for value co-creation.Through virtual communities,the relationship between enterprises and consumers becomes closer.On the one hand,the consumers realize their own value in the process of interacting with the enterprises or other consumers,and on the other hand,the enterprises can be driven for innovation to improve their operation performance.In a virtual community,the enterprises and consumers co-create the value and achieve win-win.Therefore,this article,by taking the community of KK Company as the research object,analyzes and studies its advantages and disadvantages in the process of community marketing from the perspective of value co-creation,and learns and summarizes community marketing experience.First of all,this article reviews relevant literature on value co-creation,community economy and community marketing,and collects relevant information of KK Company through multiple channels.Then,through interviews with the managers and community users of KK Company,and questionnaire surveys,it points out and analyzes the problems existing in the process of community marketing.Finally,this article draws a conclusion,and points out the research limitations and prospects.This article believes that value co-creation is of great significance to community marketing.Carrying out value co-creation activities can help bring benefits to KK Company while allowing the users to have a higher level of experience.In addition,value co-creation is not an isolated activity,but goes on in the entire process of community marketing and all its links works together to meet the value needs of users in an all-round way.Therefore,community value co-creation requires that a complete support system be established.In addition,based on the theories about the community marketing and value co-creation,this article put forward marketing strategy recommendations.KK Company should optimize and improve its community marketing strategy around scene creation,content integration,emotional connection,creating favorable conditions for value co-creation.The author hopes that the aforesaid conclusion and recommendations will help the enterprises accurately understand their users’needs,respond to the market changes,and establish their competitive advantage,and can provide a reference for the community marketing practices of e-commerce companies.