| dc.description.abstract | As the network became more and more popular, the Internet population not only grew rapidly, but also contributed to the vigorous development of the network community. A large number of e-commerce needs and business opportunities derived, and attracted many enterprises and entrepreneurs joining the competition. However, because the network provides a convenient function of information searching and price parity, consumers generally payed lower and lower cost of conversion for the brand, and then business competition became more and more intensive. Therefore, to increase the interaction with customers to improve their loyalty may help to reduce operating costs and risks.
In this context, the purpose of this study was to explore how to develop e-commerce with community marketing by case study of currently the largest healthy weight loss community in Taiwan and the Chinese region,“Fan page of iFit Loving Slimming”, and then find out its business model and characteristics. Finally, the study summaried the success keys of dealing with community marketing by business or entrepreneur.
The characteristics of business model were concluded as follows: 1. Focus the market potential of the huge customers, to provide free resources to gather the community fans. 2. Develop prominent community characteristics, and create intangible value and increase the adhesion. 3.Observe and explore the potential needs of community fans, and develop of potential market opportunities. 4. Differentiate the products and services to create brand value and increase conversion costs. 5. Union high-quality partners to cooperate for complement, and create higher value and win-win situation. 6. According to business development conditions, promote the business model transformation steadily. 7. Observe data to analyze of community preferences, and adjust business strategy.
In addition, the key success included the following. 1. As the growing population of weight loss makes the potential demand endless. 2. The popularity of the network brings a lot of population, and the online shopping environment is getting more mature. 3. Set a clear value proposition, and quickly gather community fans to test market opportunities. 4. Promote business model step by step, and master the key to profit.
Keywords: Community Marketing, Value Proposition, Business Model, Healthy Weight Loss | en_US |