Research On Garment Enterprises Using Virtual Communities To Create Customer Value In The Era Of Network

Network affects human life and the business activities, and virtual communities are developing with an extraordinary speed. In Bill Gates's "future speed", he said in the next few years virtual communities' building will be one of the fastest growing areas of network applications. In the Internet economy, customers can easily search the vast amounts of information about the products, services and firms through the Internet, so they have more power of choice. Therefore, more and more enterprises will face the plight losing of the former customer loyalty gradually. There have been fundamental changes in the relationship between business and customers. To improve the degree of customer's satisfaction and loyalty and gain a competitive advantage ultimately, enterprises have to rely on maintaining good relations with customers, create and transmit outstanding customer value, and build true customer-oriented business strategies.As a brand-new mode of commercial operation, it is necessary to study garment enterprises how to use virtual communities, from the point of view of creating customer value in the Internet era. Based on the extensive collection of literature search on the theory about the customer value, this article analysed the changes of the customer value in the Internet era, proposed new ways to improve the customer value in the networks. In addition, this article cites the large survey data and enterprises cases about domestic and foreign, studied the situation in deep way, on the country's garment enterprises using virtual communities in the era of network. In the end, the article in the innovative way, demonstrated using virtual communities by garment enterprises will be one important and new way to create customer value in the Internet era, through analysing the matter of depth interviews and questionnaire with members of virtual communities and managers of the enterprise.This paper is divided into seven chapters. The first chapter discussed on the research background and significance, literature and theory, ideas and methods, about the garment enterprises use virtual communities to create the value of customer in the Internet era. The second chapter discussed on the changes of the idea of customer value, and analyses the opportunities and challenges, which garment enterprises faced, to create customer value in the Network era. The third chapter, considering the characteristics and classification of the virtual communities, and the relation between the virtual communities model and the ecommerce model, analysed the current situation of Chinese garment enterprises using virtual communities. The fourth chapter discussed on it is an importance and new way that the garment enterprises using virtual communities to create customer value in the Internet era. The fifth Chapter Internet analyses the feasibility of Chinese garment creating customer value by using virtual communities, through surveying the situation of virtual communities and the attitude of Chinese garment enterprises, in addition, quoted foreign typical cases by providing a way to reference to Chinese garment enterprises how to use customer value to create virtual communities. The sixth chapter, focusing on Chinese garment enterprises how to use virtual communities to create customer value, put forward several measures and suggestions. The seventh chapter summed up the conclusions and prospects of this study.In the Network environment, to gain competition advantage garment enterprises must be on the basis of enhancing customer value. Because of the diversity and differences about customers's needs, the garment enterprises need to find new ways creating customer value from the network, in addition to using the traditional way. Taking into account the strategies of survival and development of enterprise in the future, the study will provide guidance for the garment enterprises to establish a customer-oriented business model and strategic, and be propitious to raise the overall level of management and competitive advantage of the garment enterprises, in the era of network.