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。
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.
出处
《价值工程》
2014年第12期161-163,共3页
Value Engineering
关键词
虚拟品牌社群
营销创新
营销策略
the virtual brand community
marketing innovation
marketing strategy
