Research On Marketing Strategy Of Knowledge-based Virtual Community

The virtual community is a phenomenon in which human beings gather on social media in the real world.It was born not for profit,but for promoting better communication.However,with the continuous updating of the various platforms on the Internet and the activation of the production and consumption capabilities of some members of the community,the scale economy represented by the “ community economy” began to show its prominence in Internet marketing.At the same time,in the Internet environment with redundant information,more and more netizens have begun to develop the habit of paying for high-quality content.The virtual community represented by knowledge sales,the knowledge-based virtual community,has begun to The emergence of a variety of virtual communities has become a hot topic of discussion in the academic and industry circles.This paper mainly combines communication,branding and marketing to study the marketing strategy of knowledge-based virtual communities.Firstly,the paper summarizes the development of knowledge-based virtual communities and further promotes the marketing of current knowledge-based virtual communities.The status quo is elaborated,providing the necessary research background for the following;secondly,the micro-discussion on the marketing characteristics of the knowledge-based virtual community is summarized,and the social marketing characteristics of “ content + channel + relationship realization”are summarized.Subsequently,the article focuses on Among the marketing problems of the knowledge-based virtual community,fromthe three perspectives of brand,user and profit,the problems of the knowledge-based virtual community in the current stage of marketing are summarized,and the causes behind the problem are sought through the problem.In the end,in combination with the marketing characteristics and overall development of the current knowledge-based virtual community,the marketing strategy that needs to be followed is pointed out,and efforts are made to optimize the knowledge-based virtual community marketing.The strategy covers knowledge-based The promotion of the virtual community brand image and the establishment of community relations promote the development of the community and the layout Profit model of community.In the future,the marketing strategy of the knowledge-based virtual community will be further optimized according to the ever-changing needs of users.Only by keeping up with the trend of knowledge payment,the knowledge-based virtual community can survive in the “community” sea.