| 基于虚拟品牌社群的营销创新策略研究 |
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| 引用本文： | 杨烽. 基于虚拟品牌社群的营销创新策略研究[J]. 价值工程, 2014, 0(12): 161-163 |
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| 作者姓名： | 杨烽 |
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| 作者单位： | 华南理工大学工商管理学院,广州510640 |
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| 摘 要： | 虚拟品牌社群具有重要的商业价值,蕴含着无限的机遇和挑战。企业应利用虚拟品牌社群的营销功能和价值,实施以虚拟品牌社群为平台的营销创新策略。以虚拟品牌社群为平台开展精准营销、关系营销以及口碑营销,提高营销效率,获取长期竞争优势。
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| 关 键 词： | 虚拟品牌社群 营销创新 营销策略 |
Marketing Innovation Strategy Based on Virtual Brand Community |
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| YANG Feng. Marketing Innovation Strategy Based on Virtual Brand Community[J]. Value Engineering, 2014, 0(12): 161-163 |
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| Authors: | YANG Feng |
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| Affiliation: | YANG Feng ( School of Business Administration, South China University of Technology, Guangzhou 510640, China ) |
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| Abstract: | The virtual brand community has an important commercial value, with unlimited opportunities and challenges. The enterprises should use the funetion and value of the virtual brand community marketing, taking the marketing innovation strategy such as precision marketing, relationship marketing, and word-of-mouth marketing on the platform of the virtual brand community. The enterprises could improve marketing efficiency and access to a long-term competitive advantage. |
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| Keywords: | the virtual brand community marketing innovation marketing strategy |
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