基于消费者虚拟社区的营销管理研究综述与未来展望
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外国经济与管理 2011 年 第 33 卷第 11 期, 页码：48 - 56
摘要
参考文献
摘要
消费者虚拟社区是网络虚拟社区的一种重要类型,是由那些具有共同的兴趣或经历的消费者组成的通过互联网进行沟通和交往的群体。作为营销工具,消费者虚拟社区对企业的市场营销管理具有重要的战略价值。基于消费者虚拟社区的营销管理研究已经从多个层面取得了积极成果,本文从基于消费者虚拟社区的信任与忠诚管理、营销传播管理、顾客关系管理、新产品开发管理几个方面对相关研究成果进行了梳理,对研究现状进行了分析,并对未来的研究方向进行了展望。
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[3]Casaló,L,Flaviá,C,and Guinalíu,M.Fundaments of trust management in the development of virtual communities[J].Manage-ment Research News,2008,31(5):324-338.
[4]Chan,H-C.Linkage community based innovation and speed to market:The mediating role of new product development process[J].International Journal of Organizational Innovation(Online),2010,2(4):49-60.
[5]Chu,K-M.A study of members’helping behaviors in online community[J].Internet Research,2009,19(3):279-292.
[6]Chu,K-M,and Chan,H-C.Community based innovation:Its antecedents and its impact on innovation success[J].Internet Re-search,2009,19(5):496-516.
[7]Füller,J,Bartl,M,Ernst,H,and Mühlbacher,H.Community based innovation:How to integrate members of virtual com-munities into new product development[J].Electronic Commerce Research,2006,6(1):57-73.
[8]Gupta,S,and Kim,H W.Developing the commitment to virtual community:The balanced effects of cognition and affect[J].In-formation Resources Management Journal,2007,20(1):28-45.
[9]Hennig-Thurau,T,Gwinner,K P,Walsh,G,and Gremler,D D.Electronic word-of-mouth via consumer-opinion platforms:What motivates consumers to articulate themselves on the Internet?[J].Journal of Interactive Marketing,2004,18(1):38-52.
[10]Lesser,E L,and Fontaine,M A.What are customers saying?[J].Marketing Management,2002,11(6):22-26.
[11]McWilliam,G.Building stronger brands through online communities[J].MIT Sloan Management Review,2000,41(3):43-54.
[12]Pentina,I,Prybutok,V R,and Zhang,X.The role of virtual communities as shopping reference groups[J].Journal of Elec-tronic Commerce Research,2008,9(2):114-136.
[13]Porter,C E,and Donthu,N.Cultivating trust and harvesting value in virtual communities[J].Management Science,2008,54(1):113-128.
[14]Shang,R-A,Chen,Y-C,and Liao,H-J.The value of participation in virtual consumer communities on brand loyalty[J].Inter-net Research,2006,16(4):398-418.
[15]Sicilia,M,and Palazón,M.Brand communities on the internet:A case study of Coca-Cola’s Spanish virtual community[J].Corporate Communications,2008,13(3):255-270.
[16]Szmigin,I,Canning,L,and Reppel,A E.Online community:Enhancing the relationship marketing concept through customerbonding[J].Journal of Service Management,2005,15(6):480-496.
[17]Thorbjornsen,H,Supphellen,M,Nysveen,H,and Pedersen,P E.Building brand relationships online:A comparison of twointeractive applications[J].Journal of Interactive Marketing,2002,16(3):17-34.
引用本文
曾晓洋. 基于消费者虚拟社区的营销管理研究综述与未来展望[J]. 外国经济与管理, 2011, 33(11): 48–56.
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