| Summary: | 碩士 === 國立中興大學 === 企業管理學系所 === 99 === Web2.0 as new generation of Internet brings three different aspects of marketing: innovative forms of media, centralizing environment of community and viral marketing concept. Because of the spirit of participation and sharing, users become more closely and generate more power. Social networking service (SNS) based on the Internet as a platform for users to pass messages allows users to interact. SNS provide a wide range of functions often include instant messaging, offline messages, photos, videos, file sharing, Blog and discussion group and so on. Web2.0 also brought word-of-mouth the concept of viral marketing that consumers can not only take the initiative to obtain information through the Internet, they can also publish information as the main node to share information with more consumers. Information released is changing from the former B2C model (released by the firm to the consumer) to B2C2C mode (after releasing to consumers by the firm, consumer publish to and share with consumer).
In view of the virtual community can bring new hope for the manufacturers, this study use 7-ELEVEN Fan Page for case analysis. First, after gather information, list articles posted by 7-ELEVEN Fan Page, and analyzed, summarized to form the elements of virtual community. Second, observe and analyzed the process of building a virtual community in viral marketing perspective. Third, discuss the viral marketing effect for the construction of the virtual community. Finally, propose how to use viral marketing to create a virtual community. Hope for the manufacturers, marketing personnel to provide a new operating direction and the construction method of the virtual community.
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