Ảnh hưởng của cộng đồng ảo đến các chiến lược phân phối trên internet
Tóm tắt
Bài báo này nhằm trình bày cộng đồng ảo như một chiến lược có thể gia tăng khả năng thành công trong việc phân phối sản phẩm qua internet.
Đầu tiên, bài báo mô tả khái niệm về cộng đồng ảo. Thứ hai, nó phân tích cách mà năm công ty nổi tiếng đang sử dụng cộng đồng ảo để hỗ trợ phân phối sản phẩm của họ qua internet. Sau khi nghiên cứu các công ty khác nhau, những lợi ích bổ sung từ việc sử dụng cộng đồng ảo được giải thích cùng với một loạt các khuyến nghị cho việc quản lý chúng.
Thông qua phân tích khái niệm về cộng đồng ảo và nghiên cứu mô tả về năm trường hợp thực tế của các công ty sử dụng cộng đồng ảo trong các chiến lược tiếp thị trực tuyến của họ, bài báo cho thấy, giữa những điều khác, cách đạt được nhận thức thương hiệu lớn hơn, phân đoạn thị trường chính xác hơn và mức độ phân biệt cung cấp cao nhất.
Cộng đồng ảo là một công cụ có thể gia tăng khả năng thành công trong tiếp thị và phân phối sản phẩm qua internet. Do đó, có nhiều hướng nghiên cứu có thể được thực hiện trong tương lai. Một trong những nghiên cứu quan trọng nhất có thể là một nghiên cứu mang lại đánh giá định lượng về tác động của cộng đồng ảo. Một đánh giá kỹ lưỡng về hiệu ứng của cộng đồng ảo đối với các lĩnh vực khác nhau cũng sẽ cần thiết. Do vậy, nghiên cứu về cộng đồng ảo như một hệ thống quản lý tri thức trong lĩnh vực doanh nghiệp hoặc giáo dục sẽ đặc biệt hữu ích.
Từ khóa
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