社会化网络虚拟社区中的合作经济

数字革命的演化,催生了一个即时、互动的全球性社会化网络,随着其网络应用的流行,用户成倍增长,虚拟社区创造合作经济的商业价值也日益凸显.本文多方位引用了营销学和传播学的经典理论,辅之以近年来最新的案例,分别从消费者与消费者、企业与消费者、企业与意见领袖三个合作维度阐释了社会化网络虚拟社区中最具生命力的三种合作经济模式.

Cooperative Economy on Socialized Virtual Community

The evolution of the digital revolution has given birth to an immediate and interactive socialized global network. With the popularity of the use of network, the commercial value of the increasing cooperative economy created by the virtual community has become prominent. Making use of the classic theories of marketing and communication studies, and supported by the most updated cases, this article examines the three models of the cooperative economy which are most robust in the virtual community of the socialized network from three cooperation dimensions of consumers to consumers, enterprises to consumers, and enterprises to opinion leaders.