Study on the Realization of Commercial Value of Virtual Community
XU Xiao-long · Journal of China University of Geosciences(Social Sciences Edition) · 2010
This paper analyzes the creation mechanism of commercial value of virtual community and the source of the dilemma of business model of virtual community with the principium of system dynamics,puts forward the solution thought of value creation model based on virtual community marketing,and builds up the commercial value realization model of virtual community.It is found that the commercial value or marketing value of virtual community comes essentially from the influential power produced by consumers' participating and interaction.The basis for virtual community to create commercial value is to keep a sizeable member scale.The strategy for virtual community to realize its commercial value is that virtual community supplies enterprises with a marketing platform,offers them with deep marketing opportunities,and shares the value created by the enterprises by using the marketing function of virtual community.The enterprises make use of virtual community to market their products.