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本文在回顾、总结虚拟社群与虚拟社群营销学术理论研究发展后，从基本
概念入手，阐释了虚拟社群的五大要素：兴趣、结构、持续增长、内容输出、
商业模式，并对虚拟社群营销与传统 4P 营销策略进行了对比分析。在此基础
上，本文对天津集邮虚拟社群的现状及存在问题进行了访谈式调研和数据比较
分析，重点回答了中国邮政作为信息传播为核心使命的传统服务型企业，如何
在新时代完成转型，如何与客户形成合谋发展的问题
最后，本文结合中国邮政集团公司天津市集邮公司虚拟社群运营实践，对
虚拟社群营销模式进行了改进策划。提出从促销到游戏化场景，从产品到内
容，从渠道到连接，从价格到价值链递延等四个层面对公司未来发展的规划
虚拟社群营销，重构了企业与消费者的关系，以一种即时性互动反馈的模
式营造双向对话的机会，既是一种场景的营造，也是对企业品牌和信任感的重
构。本文对于传统企业如何建构、运营、组织和策划企业虚拟社群营销具有参
考价值，通过营销思维的更新以启发企业管理者利用互联网技术工具，对人性
进行更好地洞察与捕捉
关键词：虚拟社群，虚拟社群营销，营销策略，集邮，品牌II
ABSTRACT
Community has been existed in ancient times, and virtual community is an
emerging things and organizational structure accompanied by the rise of the Internet
and mobile Internet. With the development of virtual community, virtual community
marketing has become a key factor in building digital brand image and scramble for
the market in the Internet digital information age. But most businesses and
practitioners regard it as as an access to network traffic, or as a tool to seize the
customer and to enhance revenue, but not review it from the perspective of the
importance of community marketing, from the perspective of enhancing relationship
between people, and from the perspective of improving communication efficiency and
remodeling trust mechanism.
After reviewing and summarizing the research and development of virtual
community and virtual community marketing theory, this paper starts from the basic
concept and interprets the five elements of virtual community: Interest, Structure,
Sustainable growth, Content output and Business model. And compares the virtual
community marketing with the traditional 4P marketing strategy. On this basis, this
article made interviewing research and data comparative analysis on the Tianjin
Philatelic virtual community status and existing problems, and focusing on answering
the postal message as the core mission of the traditional service-oriented enterprises,
how to turn in a new era, how to make development with customers.
Finally, this article combined with operation practice of virtual community of
Tianjin Philatelic Company, and made improved planning for virtual community
marketing model. Propose a planing which is from the promotion to the game of the
scene, from the product to the content, from the channel to the connection, from the
price to the value chain deferred four aspects of the company&39;s future development
planning.
Virtual community marketing, making reconstruction of the relationship between
enterprises and consumers, creating a opportunity of a two-way dialogue in an instant
interactive feedback mode, and reconstructing the brand and trust for enterprises. This
article has great reference value for traditional enterprise to construct virtual
community marketing. To inspire managers take advantage of the update of
marketing thinking and using the Internet tools to better insight and capture humanity.III
KEY WORDS: Virtual community, Virtual community marketing, Marketing
strategy, Stamp-collecting, BrandIV
目录
摘要.........I
ABSTRACT......II
第 1 章 绪论......1
1.1 研究背景..........1
1.2 研究目的与意义..........1
1.2.1 选题的目的....... 1
1.2.2 选题的意义....... 1
1.3 国内外研究现状..........2
1.3.1 国内研究现状... 2
1.3.2 国外研究现状... 3
1.3.3 研究现状综述... 3
1.4 主要研究方法..4
1.4.1 数据分析法....... 4
1.4.2 模型分析法....... 4
1.4.3 归纳总结法....... 4
1.4.4 文献研究法....... 4
第 2 章 虚拟社群营销相关理论综述..5
2.1 社群、品牌社群和虚拟社群..5
2.1.1 社群的概念....... 5
2.1.2 品牌社群的概念........... 6
2.1.3 虚拟社群及虚拟社群的主要类型....... 6
2.2 虚拟社群营销的概念..8
2.2.1 虚拟社群营销的五个基本要素 （ISSCB）...8
2.2.2 虚拟社群营销的本质特征..... 13V
2.3 虚拟社群营销对未来商业发展的作用........15
2.3.1 从了解客户需求到用户主动参与..... 15
2.3.2 客户参与知识共享与价值创造......... 16
2.4 本章小结........16
第 3 章 天津集邮社群及集邮虚拟社群营销现状和存在主要问题17
3.1 天津集邮社群及集邮虚拟社群营销现状....17
3.1.1 天津集邮社群. 17
3.1.2 集邮虚拟社群营销..... 17
3.2 存在的主要问题........18
3.2.1 90后年轻客户群体流失.........18
3.2.2 虚拟社群多以企业为中心开展运营. 19
3.2.3 社群规模和留存率无法持续发展..... 20
3.2.4 忽视虚拟社群长期品牌价值塑造..... 22
第 4 章 天津集邮虚拟社群营销策略23
4.1 集邮虚拟社群营销策略的筹划........23
4.1.1
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