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随着社区技术的高速发展和社区应用的普及成熟,互联网正逐步跨入社区时代。中国网民经常使用论坛/BBS/讨论组/论坛社区应用已经超过即时通讯,成为仅次于收发Email的互联网基本应用,同时网络社区对于品牌的树立起到越来越重要的作用。天涯社区自主研发的ADTOPIC社区分众互动关系广告平台是互联网商业模式的重大突破,为企业面对定向人群的互动营销带来了全新体验。本文以天涯社区为例分析网络社区中的品牌传播。
With the rapid development of community technology and the popularization and maturity of community applications, the Internet is gradually entering the community era. Chinese netizens frequently use forums / BBSs / discussion groups / forums Community applications have surpassed instant messaging and become the Internet’s basic application next to sending and receiving emails, and the online community has played an increasingly important role in brand building. End of the World community independent research and development ADTOPIC community interactive advertising platform is a major breakthrough in the Internet business model for the interactive marketing of enterprises targeted at the crowd has brought a new experience. This paper takes Tianya community as an example to analyze the brand communication in online community.