The Use Of Virtual Communities To Expand The Market, Improve The Loyalty Of The Case Study

With the improvement of the Internet communication technology and the rapid development of mobile terminals, Businesses and consumers would like to integrate the Internet with the real society deeply. After the instant messaging, search engines,, Internet applications of network news, social applications have the most Internet users, people began to focus on the social applications of service convenience, entertainment, communication, sharing and meet the demand of diversification under the background of era of big data and cloud computing. XiaoMi company was founded in 2010 under the background of Internet, the XiaoMi mobile phone go public in 2011, the sales reached 550 million after two months. And in 2015, the quantity of sale is more than seventy million. Ranking the world’s fourth. XiaoMi company has very little advertisements, there is no offline sales team,nor the traditional distribution, and they don’t have its own factories. What makes the XiaoMi company create many legends in a short period of time and become the third largest electricity company in China. In this paper, we will explore the real reasons which make the company acquire huge success. At last, the real reason for the success of XiaoMi is to use the dynamics mechanism of the virtual community to expand market which was recorded from Net Gains written by John HagelIII, the model accumulate the users quickly, enlarge the market and to obtain the interests. In the process of the exploration, Given lessons by the TenXun classroom, this paper puts forward some ideas and suggestions about XiaoMi communities which uses the new medium technology especially the telepresece to improve user interaction experience and enhance virtual community.This article firstly introduces the definition of community, then lead to the emergence and development of virtual community, make clear the concept, types of virtual community and the difference between the virtual community and realistic community. This can make researchers better understand the characteristics of the virtual community and function and the influence factors of virtual community marketing. The second chapter detailed elaborates the Dynamics Mechanism of virtual society to expand the market supposed by Hagel III and Armstrong. Hope to be able to use this model in the third chapter to translate the XiaoMi community how to occupy the market and win the users’ reputation in a short span of five years, and reveal the essence of success about XiaoMi community. In the fourth part, Given lessons by the telepresence of TengXun class, in view of the interaction and content present form of XiMi community, The XiaoMi community improvement ideas were put forward. Last chapter, this paper concludes that marketing enterprises how to make use of virtual communities, as well as the use of telepresence technology and other new media can better improve the user experience of interaction, enhance the virtual community, gain the loyalty of members. And the development prospect of virtual community combined with the new media in maketing in the future was put forward.