| 虚拟社区环境下的消费者行为及营销策略 |
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| 引用本文： | 徐小龙,.虚拟社区环境下的消费者行为及营销策略[J].华东经济管理,2010,24(10):92-94. |
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| 作者姓名： | 徐小龙 |
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| 作者单位： | 上海金融学院,工商管理学院,上海,201209 |
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| 摘 要： | 文章分析了虚拟社区环境下的消费者行为特点,在AIDMA和AISAS模型的基础上构建了FIIAS模型,提出了企业的营销策略。企业不能简单地把虚拟社区看作一种传播媒介,而应运用社区口碑营销策略和虚拟品牌社区策略,使社区成员转变成为企业的营销者。
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| 关 键 词： | 虚拟社区 消费者行为 口碑营销 |
Consumer Behavior in Virtual Community and the Marketing Strategy of Enterprise |
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| XU Xiao-long.Consumer Behavior in Virtual Community and the Marketing Strategy of Enterprise[J].East China Economic Management,2010,24(10):92-94. |
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| Authors: | XU Xiao-long |
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| Institution: | School of Business Management; Shanghai Finance University; Shanghai 201209; China |
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| Abstract: | This paper analyzed the characteristics of consumer behavior under the virtual community surroundings,and developed the buying behavior model of consumer on the basis of AIDMA model and AISAS model,and put forward some enterprise marketing strategies.It was suggested that enterprise should change the members of virtual community as enterprise marketers by use of word-of-mouth marketing strategy and virtual brand community strategy |
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| Keywords: | virtual community consumer behavior word of mouth |
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