Virtual brand community provides an important approach for enterpris es to adapt to the new environment of competition and marketing in stimulating c onsumer interaction,expanding consumer groups,enhancing brand＇s competitive ad vantage.This article has understood and defined the concept of virtual brand co mmunities,and on deep analysis on members hierarchy theory and the member growt h theory,this paper has presented the model of constituting virtual brand commu nity based on member growth theory,and thus proposed specific strategies for co nstituting virtual brand community at different levels of infrastructure buildin g,community network security,acknowledge space construction,interaction space construction,and community norms and order construction.
Member Growth Theoryvirtual brand communitynetwork marketing
NETL
NSTL
万方数据
维普
