| Summary: | 碩士 === 銘傳大學 === 管理科學研究所 === 89 === Virtual community is a new social ecology on the Internet. Members who in virtual community have interactive, communicated, and influential abilities. From the business view, virtual community brings a potential enormous marketplace. Armstrong & Hagel III (1996) brought up the factors that affect the income of virtual communities are transaction activities, content attraction, the information of members, and loyalty of members. The four factors contain serial recursions. Through managing the recursions, operator can enlarge the benefit and income quickly. The steps to develop members in virtual community are attract members, increase participation, build loyalty, and obtain value. Businesses should operate their virtual community well so that they can strengthen the virtuous circle and increase the return of community. On the other side, the marketing models are changing. Businesses turned traditional marketing into the experiential marketing. Schmitt(1999) brought up a new marketing model “experiential marketing”. He emphasized businesses should have abilities to develop the brand images, design the experiential contains to affect the objected consumer and create the profit opportunities. Experiential models contains sense, feel, think, act, and relate. Each model has different structure and principle.
This study is basis on the model of develop members in virtual community (Armstrong & Hagel III, 1996) and investigate the experiential marketing activities and strategies of each step in the virtual community. Through the internet, applying the experiential marketing in develop steps of community members and understanding how business should marketing through experiential marketing.
|
|---|
