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Community Marketing -- The Direction Of Marketing Development

2008/8/2 15:01:00 19

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Community Marketing Relationship Marketing Network Society

When entertainment and enterprise application are combined into one, a group of loyal individuals begin to form and interact in the spontaneously formed communities, disseminating content and experience related to enterprises, and eventually become a social community of enterprises.

Under the wave of Web 2, business marketing, which has undergone numerous changes, is also undergoing revolutionary changes.

As the most active community of individuals, it is becoming the core trend of new marketing.

Before a variety of marketing channel models, business to business (B2B) and business to consumer (B2C) are actually individuals to individuals (C2C), that is, the individuals of the enterprises to the individuals of the enterprises (B's C to the C of B) and the individuals of the enterprises to the consumers (B's C to C), so that the fundamental of business marketing is the communication and interaction between individuals and individuals, and the community becomes an important position for communication and interaction between individuals and individuals.

As a carrier platform of individual groups, community is not only the interactive communication between enterprises and individuals, but also the interaction and communication among individuals, and even more communication, communication, sharing of experience and information.

Whether different people form a community due to different hobbies, attributes and interests, or some special factors, this community can not only be an entertainment community, but also a part of a valuable society.

Similar to the current network community, it is highlighting individual entertainment oriented community. They share common interests, behaviors and psychology.

Whether it is virtual life or virtual community, and the impact of games on people's lives, or the impact of e-mail, blackberry, wireless network and even network home appliances, more and more lives and jobs are beginning to infiltrate into the Internet. This also forms a network society that gradually forms its scale.

In this era, not only is the society being networked, but the Internet is also socialized, and it is also gradually forming a unique society based on network culture.

In social networking, as an individual component, the individual value of an individual as a main component is more of the weight of the relationship chain and the strength of the relationship. How much influence does he have on the society?

Though he may be just an ordinary person in his daily life, it does not prevent him from becoming a powerful and socially valuable individual in the Internet society.

This is the power of grass roots. The backbone of the community comes from grass roots, not stars.

It is not just celebrities or social figures who have great influence, everyone is an influx.

The core of community marketing is to study the networked social relations and grasp the core, so as to drive countless individuals to become a multi center of communication.

The core of marketing lies in communication, not marketing or advertising.

The core of communication is to integrate communication in real time and instantaneously, and this kind of real-time communication often exists in life and community.

In the life and community, even in the network community, there is one to one, many to many, one to many communication and dissemination, and enterprise lagging behind the mass marketing has completely different nature.

The premise of individual communication is that he has already had experience and spread on his own relational network based on his own experience, which is more believable.

The key to SNS like six degree space is not to find a person, but to communicate with one person and even communicate with the whole chain network. This is the key to community marketing.

However, because the resources of each enterprise are limited, when the relevant integration forces enter, the customer alliance can be established in the industry based on customer resource concentration or strong sense of service, so as to build the community marketing of the whole industry, thus forming a kind of customer major alliance effect. At the same time, with the help of the core competitiveness of different enterprises and the different positioning of customers, each member should split up his own affiliate marketing.

In the ideal stage of the future, the whole society is a large community. There are many sub communities in the large community. When a group of seed enterprises and industry's relationship marketing system is built up, and the mainstream individuals of the whole society have integrated into the system, the individual will become the center of mind, and a large number of other enterprises and industries will take the initiative to participate in it, which will basically form a network based society, that is, social marketing system.

Community marketing advocates the integration of marketing into the community, communication and integration into society, and the final community marketing will become a powerful bugle for social marketing.