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毕业论文
虚拟社区的口碑营销传播分析
摘要：在以消费者为核心的新型市场环境中，传统的市场营销方式已经不能满足企业求生存、谋发展的需要。随着电子计算机和互联网技术的迅速发展，网络上形成了1种虚拟活动区域，被称为虚拟社区，它由1群具有共同爱好和某种互动关系等特质的网友而组成。虚拟社区提供各种交流信息的手段，使社区网友得以互动，让网友们在社区内自由发言，如购买某产品的体验、对某产品的评论等等；而消费者会利用现时网络的便利性，查找须购买产品的相关信息及评论，并以这些信息作为自己购买决策的参考依据。于是，虚拟社区就成为消费者搜集信息的重要管道之1，而企业为了寻找目标消费者，将虚拟社区视为产品推广窗口。因此，虚拟社区的口碑营销传播研究也就愈形重要。
本文采用实例研究、内容分析和比较性分析相结合的方法，在已有的口碑传播研究基础之上，对两个不同的笔记本电脑论坛进行实例研究，通过分析虚拟社区口碑传播概况、传播内容以及虚拟社区内成员互动情况，提出影响虚拟社区口碑传播的关键人物；并透过比较性分析，得出哪种虚拟社区更受网友欢迎；最后提出实施高效的虚拟社区口碑传播的策略与建议，试图帮助企业更好的运用虚拟社区口碑营销。
关键词：口碑；口碑营销；虚拟社区
The Word of Mouth Marketing Communication Analysis of Virtual Community
Abstract：As consumers become the core of the new market environment, traditional marketing methods have been unable to meet enterprises survive and development needs. With the computer and Internet technology is developing rapidly, the network developed a website virtual activities region, which called virtual community, grouped by common hobbies and some interactive relationship between the characteristics and composition. Virtual communities provide a means of exchanging information, make community’s interaction, allow net netizens in the community to speak freely, Such as buying a product experience, comment on products etc; The Customers will use the existing network of facilities, lookup the comments and information that related to products, in order to determine their own purchase decisions. Thus, the virtual community becomes one of the major channels that the consumers use, and enterprises, in order to find target consumers, will view Virtual communities as product promotion window. Therefore, the Virtual Community marketing Communication Research will be more and more important.
In this paper, mainly use case studies, content analysis and comparative analysis as methods of the research. And also use the materials which have been on the basis of the word-of-mouth research. Focus on two different notebook computers forum, through analysis of virtual communities word-of-mouth profile, the contents and community members interaction, put forward the key players who affected reputation spread of virtual communities; through comparative analysis, put forward one virtual community which more welcomed by netizens; Finally, put forward efficient word-of-mouth strategies and recommendations, try to help enterprises use Virtual Community word-of-mouth marketing more efficient.
Key words：Word of Mouth; Word of Mouth marketing; Virtual Community
