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品牌虚拟社区作为企业网络营销的一种重要手段,具有草根性、隐匿性、互动性强的特点,有助于企业产品创新,有助于企业开展精准营销和口碑营销、增加商业机会、降低营销和售后服务成本。我国首个以美容为主的在线社交网络——兰蔻玫瑰社区的营销策略,对我国化妆品品牌社区营销的启示是:把握商机,勇于创新;深刻洞察消费者需求,与消费者“谈情”;完善社区行为规则,构建社区文化,培养顾客忠诚度。
Brand virtual community, as an important means of enterprise network marketing, has the characteristics of grassroots, occult, and interactive, which can help enterprises to innovate products, help enterprises to carry out precise marketing and word-of-mouth marketing, increase business opportunities and reduce marketing And after-sales service costs. China’s first beauty-based online social network - Lancome rose community marketing strategy for our cosmetics brand community marketing inspiration is: seize business opportunities and innovation; profound insight into consumer needs, and consumers Improve community rules of conduct, build community culture and foster customer loyalty.