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随着社会化网络力量的兴起,用户在网络社区中的活跃参与、复制和传播,使得口碑的作用越来越显著。中国大众消费文化观念的转变,为获取身份认同感的消费逐渐成为消费热点。互联网技术将市场有效地聚集与扩展,创造出一个崭新又完整的虚拟社区,企业利用虚拟品牌社区以及社区互动,使顾客参与到产品创新与更新换代的进程当中,降低了交易成本、创造销售奇迹。以虚拟品牌社区为核心的粉丝集聚形成了新的粉丝营销模式。
With the rise of social network power, the active participation, duplication and dissemination of users in the online community make the role of word of mouth more and more obvious. Changes in the concept of Chinese consumer culture, in order to gain a sense of identity consumption has become a consumer hotspot. Internet technology effectively aggregates and expands the market to create a brand new and complete virtual community. Enterprises use the virtual brand community and community interaction to engage customers in the process of product innovation and replacement, reduce transaction costs and create sales miracles . Fans clustered around a virtual branding community formed a new fan marketing model.