Study On Growth Process Of Virtual Brand Community And Community Members Based On Value Analysis

With the widespread use of the Internet, the network community gradually shows enormous commercial values, and evolutes to be a virtual brand community. Virtual brand community that comes out on the theory of traditional brand creating, is an important tool and means in enterprises network marketing. On the Internet, enterprises can easily and quickly set up contact with customers through online community and provide customers with valuable products and services, so that the customers will stick on and rely on the community. Under the fierce competition, the virtual brand community has become an important marketing tool to promote brand image, increase the competitive strength. Therefore, there is an important theoretical value and practical significance to research the forming and developing principle of brand community in the network environment for guiding the implement of network marketing.Enterprises have strong desire to apply them with discovering the value of virtual brand communities continually. In order to meet their demand, there are many problems to resolve. After reading many literatures, we find that descriptions of concepts and applications of existing research results are not appropriate, which explain the network situation by traditional developing theory of brand community. Complete discussion on virtual brand community formation and development is few. Therefore, studying on the definition of virtual brand communities, as well as principles of formation and development is very important for enterprise to implement marketing strategies.First of all, this article achieves the basic theories and methods supporting the virtual brand study, such as customer delivery value, customer life cycle, customer satisfaction and customer loyalty, based on analysis of current literatures of virtual communities, brand communities and virtual brand community. Secondly, from the two-dimension coordinate system consisting of community growth and member growth, we discuss the formation and development of virtual brand community and construct a progressive growth model accordingly, in order to identify the basic law of the processing and growth of community and the value of network constantly enlarge to attract community members, and to discover the relationships among virtual brand community, community members and brand itself. On empirical research,through the survey and analysis of"Xin Qijun"online community, we test the applicability and feasibility of progressive growth model, and put forward practical recommendations for value-added and growth of community to help enterprises make better use of virtual brand communities in network marketing.