Research On Communication Management Of Virtual Brand Community

With the development of Internet technology,traditional consumers are no longer satisfied with the object position of the market economy,and instead hope to participate in market economic activities as an independent person,customize personalized products and information;companies also seek a new mold to interact with consumers to get more development of corporate brands in a fast way.The virtual brand community emerged in the demands of both parties.The virtual brand community is help the corporation to make more communicate with the consumer.It meets the requirement of interactive communication between them.And the virtual brand community provides a new research direction for corporate brand communication management.With the development of We media technologies,the virtual brand communities already become increasingly obvious role in the corporate image construction.However,due to the company's own problems,the fragmentation of consumers and the impact of new virtual brands from the media,the development of the virtual brand community has encountered many obstruct.Therefore,in order to help the corporations formulate more accurate operational plans,it is essential to integrate the virtual brand community into the corporate branding integrated marketing strategy.By analyzing and summarizing previous scholars' research,this paper finds that the virtual brand community influences consumers through the information in the community,the identity of the members and other factors,and these factors also affect the brand loyalty of consumers,and thus affect the Consumer's purchase decision.Therefore,this paper,combined with previous research,proposes that the community's ease of use,usefulness of information,and professionalism of members in a virtual brand community will have an impact on the brand perception of consumers,thus make an assume that these will affect the brand loyalty of consumers.And demonstrated the relationship between the three and brand loyalty through quantitative research and data analysis.Based on relevant investigations and researches,we propose that brand management in the virtual brand community can be improved from three aspects:1.Improve brand resource management,grasp the core competitiveness of brand communication,and improve information resource management capabilities,innovation capabilities,and competitiveness;2.Build a community integrated marketing management,improve the overall communication mechanism of the community,from the dissemination of content,communication channels,dissemination effect monitoring and other aspects of in-depth management of community brand communication.3.The opinion leaders should play an important role in community,use the dissemination effect of third-party evaluation,and make full use of the influence of the public praise.