Research On User Participation Mechanism Of Virtual Brand Community

With the continuous development of electronic commerce,instant messaging and other technologies,people are more willing to obtain the information and experience of goods in a digital way,so as to make purchase decisions.In order to integrate brand product information,many enterprises,brand enthusiasts or third-party groups have established a brand community to establish a brand-centered social network for brand enthusiasts.Through the analysis of the virtual brand community,it can be seen that the virtual brand community is a place for enterprises and users to create value together.Merchants can communicate with customers here,get opinions and feedback on products,and absorb the latest research and development ideas,in line with the behavior of users,insight into the needs of users.Users can exchange information here,get more comprehensive information feedback from other users,serve for their purchase decisions and improve product experience.Therefore,building a virtual brand community with high user stickiness and harmonious atmosphere has gradually become the primary plan of Internet enterprises in the future development.Therefore,it is of great theoretical and practical significance to explore the user participation mechanism of virtual community and provide reference for Internet enterprises.This paper USES the case analysis,according to the construction of virtual brand community leader,millet company as an example,the ways to attract users to participate in the community,participate in the virtual brand community through enterprise users,as well as interactive user and enterprise to participate in the beneficial effects of point of view,in-depth development of millet operating in a virtual community and the successful experience,and millet into fans,The main ways to build a harmonious and stable community.The research shows that there are certain mechanisms and rules of user participation in virtual brands,namely "instant feedback mechanism","independent marketing mechanism" and "collaborative innovation mechanism".These three mechanisms play an active role in user interaction,user involvement in word-of-mouth marketing,user participation in value creation and other positive appearances.Combined with the motivation theory,this paper briefly expounds the mechanism of the mechanism,which provides a reference for the later to build their own brand under the virtual community.Finally,the article suggested that other enterprises to strengthen to the attention of the user,such as excitation and meet the social needs of different users,promote the user trust on the relationship between the community and members,set up the emotional users to the brand,to build their own virtual brand community,and then under the wave of the Internet is becoming more and more complex keep forging ahead,create more economic benefits.