从虚拟社区到真实生活:豆瓣同城产品的延伸路径  

From Virtual Communities to Real Life:Extension Path of Watercress City Products

作　　者：陈伟芳[1] 杨佳[2] 

机构地区：[1]四川大学文学与新闻学院,四川成都610065 [2]湖南商学院,湖南长沙410205

出　　处：《衡阳师范学院学报》2012年第4期101-104,共4页Journal of Hengyang Normal University

基　　金：湖南省社会科学基金项目"高校新闻传媒与大学生思想政治教育研究"(10B17)

摘　　要：豆瓣作为国内最大的兴趣社交平台,兴趣互动营销与兴趣精准广告是其营销的两大特色。在"兴趣社交营销"成为社会化媒体营销的大趋势下,豆瓣利用同城虚拟社区的线下活动,开展社会化电子商务,实现产品消费行为的现实化回归。面对其他社交性网站的竞争,豆瓣应该扬长避短,充分利用其在虚拟社区的优势,向线下延伸更多的产品线。tWatercress, as the nation＇s largest interest social networking platform, the interest interactive marketing and the in- terest accurate advertisement are the two major characteristics of its marketing. In the trend of ＂interest social marketing＂ be- coming socialized media marketing, watercress makes use of city virtual community of the line activities, carrying out social e- commerce, and realized the reality of the product consumer behavior regression. Facing of competition from other social web- sites, watercress should avoid its weaknesses, make full use of its advantages in the virtual community, and extend more prod- uct lines.

关 键 词：豆瓣 虚拟社区 线下活动 

分 类 号：G206.3[文化科学—传播学]