Characteristics of Marketing Activities on Community Owners Forum and Its Value to SEM Development-Take Beijing for Example
Community forum is a new idea of e commerce, which opens up new avenues for sales of goods and support a new path for SME development. It has great marketing communications value because of a huge population base and the community members high-frequency visit. There are three kinds of marketing activities in Community Owners Forum, including business opportunities category, propaganda and promotion category and products sales Class. This article is mainly based on the 8 large-scale community forum of Beijing, and keeps a research on the characteristics of marketing activities, The features of business opportunities class include forums have very rich and extensive group activities, which generally attract residents attention and have great commercial potential; collective procurement is frequently, the channels of goods are wide, and the goods from collective procurement are mostly close with normal life etc. The features of Promotion and propaganda category and products sales class include the ad positions of the COF are under low levels of using, businesses are unconscious to establish community brand; flea markets are very hot, second-hand goods are in different forms and real low prices; buzz marketing show its function, online ordering with customization options, a credible marketing model was formed; the business information dissemination is in a timely manner, but they need to think about how to attract residents attentions. After that, this article analysis the value of marketing activities on COF to SME based on 4C theory. The conclusions not only summarize the commercial potential of the community forum, but also guide enterprise to properly use COF to make marketing activities plan, coordination sales channel and carry out market penetration.
Buzz Marketing 4C Owners Forum SME
YIN Fei KONG Rui
China University of Geosciences (Beijing), China
国际会议
海口
英文
325-330
2010-11-26（万方平台首次上网日期，不代表论文的发表时间）