| Summary: | 碩士 === 淡江大學 === 國際商學碩士在職專班 === 98 === Approaching the era of Web2.0, the services, contents and behaviors on the network will be decided by a large number of participants, so Electronic Word of Mouth is getting more important. In the era of Web2.0., emerging cyber community is one of the discerned characteristics. The cyber community not only helps the users transmitting their opinions and ideas on the network, but also helps the cyber pals who have congenial tastes exchanging their opinions and understanding each other’s viewpoints. Now, many enterprises use this characteristic fully and develop different business models and innovative services in order to strengthen the communications between the enterprises and the consumers, and create more relevant topics.
Managements of cyber communities nowadays, different from the traditional marketing patterns, extend many new marketing techniques unceasingly. Cyber communities become a numerous consumers in the modern consumer market through different cyber operation. It is worth to mention that the cyber consumers accept their associates’ opinions and suggestions before the purchase decision-making. It is also why the influence of UGC(user-generated content) increases unceasingly, and it surpasses three times of traditional on-line advertisement. It is obviously to see evaluating on-line and electronic word of mouth being in vogue by shopping on the website or blog. At the beginning of marketing, numerous of friends online who have same interests exchange their opinions, experiences and commons. In the reality, word of mouth is established by few people, but e-WOM is transferred by the websites of cyber communities. The websites of cyber communities become the medium of E-WOM in order to achieve the goals of marketing.
The purpose of this research is to seek out the marketing of WOM and analysis of management models by reorganizing the records and observing the BIKEID in order to provide the relevant valued suggestions
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