A Study Of Internet Community Marketing Through Communication Theories

Along with the fast development of the information technology, Web media has seen constant innovation ever since its appearance, with new ideas and new images keeping arising. The hottest issue in recent years is the community tendency of internet, and at the meantime internet community marketing has become the eye focus of the internet service supplier, marketing institute, enterprises and even netizens.Internet community marketing is the product of information economy, and its focus is the integration management of the marketing information with the information transmission and flow all through. Social software on which Internet community lies is also a very efficient information transmission instrument. So it is to be seen that Internet community marketing is a social activity of information transmission and sharing in general, and so belongs to the Communication Science's field.The text is to study the Internet community marketing in the perspective of Communication Science. Based on the hottest cases can be generalized the modes and the process of the information transmission of the Internet community marketing. And the practice difficulties of different modes are also analyzed. Through comparison with traditional marketing and other Internet marketing patterns, the transmission elements in the Internet community marketing and information transmission process are analyzed. The main conclusions are hence as follows:1. There are three basic modes of the Internet community marketing: topic speculation, on-line brand promotion and brand internet community; each mode can realize different effect on the brand promotion, brand propaganda and customer relationship maintenance, due to different communication process;2. Transmission elements of the Internet community marketing include topics related to marketing object, netizens amassed under the flag of community and socialized internet software, which is obviously different from traditional marketing;3. The basic form of the information transmission in the Internet community marketing is interpersonal communication. The opinion leader plays a key part in promoting information transmission, and boundless proliferation potential lies with the information of Internet community marketing.