Study on the Strategy of Customer Participation in Service Innovation in Virtual Community
- 1 School of Business Administration, South China University of Technology, Guangzhou, China
Abstract
With the rapid development of information technology, the relationship between people has expanded upon the real world to the virtual Internet world. A new social form of virtual community has been formed. Through virtual community, customers can communicate with enterprises to realize convenient information. Enterprises can also obtain more accurate customer needs from virtual communities, grasp the trend of market development, and improve their service innovation ability [1] . However, in reality, the degree of customer participation in service innovation in virtual communities is not ideal enough. Therefore, it is necessary to study the strategy of customer participation in service innovation under the virtual community environment. On the basis of review of literature review, this paper expounds the connotation of customer participation in service innovation, then analyzes the characteristics of interpersonal interaction in virtual communities and the main factors that affected the process of customer participation in the process of innovation in virtual communities, and puts forward the strategy of customer participation in service innovation in virtual communities.
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