| With the application and popularization of Internet technology,the way of thinking and behavior modes based on the Internet have become more and more important to people’s real life.The communication of information has changed from a model with information as the center into a network model.This model has generated network communities which are gaining increasing attention.A network community is defined as a group gathered through various network applications,whose members usually have the same or similar action goals and expectations.In nature,network communities are cross-domain and self-empowered,and function as symbol media.Compared with traditional interpersonal communication,the communication in network communities involves not only the exchange of information,but also the communication of emotions.“Logic Show” is a most representative product of the Internet,and the virtual community based on it is a typical online community.From the communication perspective,the “Logic Show” depends on mobile devices and its own creativity,and has brought together a huge group of users.It has gradually developed into a brand on the Internet by rearranging book knowledge to form “interesting” fragments of knowledge and influencing its audience through various channels.The research shows that the “ Logic show”,as a new medium in the rise of We-media,gives full play to its characteristics as a video product and draws support from social media such as micro-blog,WeChat,thuscreating a new mode developing on both traditional Internet and mobile Internet and successfully establishing an ecosystem with itself as the center.Examined from a cultural perspective,Luo Zhenyu,the head of the“Logic Show”,and his team has brought a viral spread of fission,based on "have,have,interesting" texts,precise positioning,high-quality people,a popularization model through "weibo + WeChat + youku + get APP" and word of mouth effect.And in the process of transmission,the “Logic Show” gathers fragmented audience,collects relevant information,produces organizational information,as a basis to produce "new products" to meet the needs of the audience.In brief,in the process of communicating with the audience,“Logic Show” pays attention to the autonomy of the users,the interactivity of communication,attach importance to both the personality of the members and the collective wisdom which is seen as the energy source of the community,thus receiving the "1 + 1 > 2" effect.From cultural development to economy in the social community,the“Logic Show” has built a unique business model,including vertical service,tribal marketing and the marketing of complex scenes.In "vertical service",a large audience is gathered together through social networks to form a cluster effect.Tribal marketing is more concerned with the experience of the audience to ensure them a fully experience of the characteristics of the products.Finally the consumer experience may have changed the original meaning of the products.Scene features of marketing is the enterprise which,through the mobile Internet,presents the situation of consumers using the products or services,to arousecustomers’ desire to buy the products,attract more customers,and establish a stable relationship with the customers.The success of the business model of The “Logic Show”,as it were,contributes to the combination of the above three types of marketing modes.Finally,the community culture of the logic show plays an important role in the reconstruction of social life,stimulating the community economy and spreading mainstream social values.Its emergence has not only set up personalized reading spaces for the large audience,but also building the bridge connecting the virtual and the reality,to meet people’s various needs in social communication.In meanwhile,in the backdrop of the rapid development of mobile Internet technology,it has developed the operating value of social media,promoted the innovative practice of the Internet and the development of the economy of social communities.In addition,it also suggests that the mainstream culture can get popularized with the aid of opinion leaders,which is a down-to-earth way,to carry forward the core values in the public clamor. |
