Research On The Optimization Of Community Value Co Creation Model Of Virtual Brand In HW Mobile Phone Company

Under the background of the development of Internet information technology,great changes have taken place in people's life and work.Internet technology has also been integrated into people's life and production process,and more and more information activities begin to transfer to online communication.People can directly obtain the information they need through the Internet platform,and enterprises can also publish information on the Internet platform.In addition,the emergence of virtual brand community helps customers change from scattered state to United State.These customer groups are the most important market forces for enterprise development.More enterprises begin to realize the commercial value and marketing function of the virtual brand community,and create and vigorously use the virtual brand community.How to provide new development opportunities to enterprises with the help of virtual brand community is the focus of experts and scholars at this stage.As a typical platform of value co creation model,virtual brand community can provide resources and platform to enterprises and customers,which helps to form the value co creation model between them.For the virtual brand community,it specifically involves the value co creation activities initiated by enterprises and customers respectively.The two sides play different roles in different value co creation models and produce different effects and roles.With the help of literature analysis,case study,questionnaire survey and statistical analysis,this paper collects and collates the literature and data related to value co creation and virtual brand community,and summarizes the corresponding research results and theoretical experience.Then,combined with these theories,it analyzes the characteristics of HW mobile phone pollen community and compiles a questionnaire,Based on the relevant data of pollen community of HW mobile phone company,this paper constructs a theoretical model of value co creation,analyzes the relevant factors affecting the value co creation of virtual brand community,and puts forward the optimization ideas,optimization schemes and safeguard measures that can effectively enhance the value co creation.At this stage,the research content focuses on the concept of virtual brand community and value co creation,which needs to combine with the development conditions in the new era,focus on the value co creation mode in the virtual brand community,and combine with the new production mechanism and the era channel to ensure the continuous optimization and improvement of brand communication form,and summarize the research results with higher value.