The Influence of Virtual Community on Marketing Mix

• Main Authors: Wei-Ju Chen, 陳韋如
• Other Authors: Chi-Cheng Wu
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/26410664855769082304

碩士 === 國立中山大學 === 企業管理學系研究所 === 103 === According to the rise of WEB 2.0, it made different regions’ people who have the same demand or interest to form a common group, jointed issued content and established a community environment. A wide range of communities were mushroomed, and thus gradually change and develop new ways of marketing. The traditional Marketing Mix tool has been unable to meet today''s marketing staffs’ needs. There were many new terms appearance, such as “crowdsourcing”, “user-generated content (UCG)” and so on. New types of communities manufacturing platform released, driven a wave of community members involved in co-creation product. Not only shorten the distance between the manufacturer and the end consumer, but also closer the product features to market demand; Brands have created their own community to enhance the existing customers’ loyalty and attract the potential customers. And more and more companies use social media to maintain brand reputation. This study expected to sort out the various community cases. Understand the virtual community, the situation of the use of community, and the community''s role and its function in the network platform. To find out the value creation of many classic manufacturers who using community successfully. Analysis and comparison of various manufacturers use community orientation and summarized its key success factors. In order to help people who want to deliver new business or existing brands business use the community as the marketing based reference, and propose related research recommendations.