On Classifying Model For Vritual Brand Community Members

The rapid development of the Internet makes the virtual brand community has gradually become an important link between enterprises and consumers.More and more consumers participate in the virtual community.On the one hand,it promotes the development and prosperity of the virtual brand community,but it also causes the management difficulty of the virtual brand community.Different types of community members have different intrinsic value,how to identify the characteristics,behavior preferences and needs of each type of user,become the top priority of virtual brand community management,so the academic community and enterprises have attached great importance to the members’ classification of the virtual brand community.According to the characteristics of virtual brand community,it has a certain theoretical and practical significance to build a suitable classification model of virtual brand community members.Firstly,the research background of the virtual brand community member classification is put forward,and the research object of this research is put forward.At the same time,after a large number of literature read and summarized,the existing domestic and foreign relevant research is carried out to collate and summarize.Based on consumer data and community members’ behavior,the paper builds a two dimensional model of profit contribution degree and information contribution degree.In order to measure the contribution degree of community members,the paper takes RFM model to measure the profit contribution of members,and takes the degree of centrality and intermediate center as the index to measure the information contribution degree of community members.And take Xiaomi community as an example,the members of the virtual brand community are subdivided.The results show that the virtual brand community members can be divided into four categories:core members and trading members,members and members of the edge information.The core members with a high level of information contribution of the community is not only an opinion leader,but also have a high level of profit contribution,they have strong purchasing power,purchase intention and strong profitability;transaction members’ profit contribution degree is higher,but they lack of information on the contribution of members of the community interest;information members often posts in the community,interact with other members of the community frequently,facilitate the sharing of information and knowledge sharing community,but the consumption of the brand is less;the class members occupied in the community the largest proportion of the information contribution and profit contribution is not high,the members of community and brand stickiness is relatively low.According to the characteristics of the four class members put forward targeted marketing strategies.Finally,in accordance with the classification results,the study proposes a reference value of marketing advice.And the limitations of this study and future research directions are analyzed.