Opportunities And Challenges Brought About By The Digital Era Online Community For Marketing Communications

Digital age presents us new challenges and research topics. In this age, with the emergence and development of Web2.0 technology platform, communication regular pattern, communication shape and other profound changes have been taken place. These changes have profound and lasting influence or challenges of the marketing communication, information management etc. "People" is the core and fundamental of marketing communication. According to the emergence, formation basis and characteristic of on-line community (virtual community), this community provide an interactive conversation platform for the brand to build connection/relationship with consumers. Meanwhile, with the emergence and development of SNS and other community-based platform, the concept or range of on-line community (virtual community) is extended. Thus, this article aims to start research from the on-line community (virtual community), by the way of dialectical and comprehensive analysis, deep thinking, then try to table some proposals, in order to provide some useful reference or inspiration for the brand to effectively use the community. Especially considering the dual character of on-line community (virtual community), this article will interpret both dialectical sides, in the hope of generalizing some correlated strategy to realize the marketing value of community or face the challenge of that.