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Web of Proceedings - Francis Academic Press

The Construction of Virtual Community in Marketing Scene

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DOI: 10.25236/icemeet.2020.145


Yuqing Liu, Juanqiong Gou

Corresponding Author

Yuqing Liu


[Purpose / Meaning] the virtual community is a special relationship network created by people breaking through geographical restrictions, communicating through the Internet, and sharing information. This article starts from the perspective of the B-end merchant. The virtual community is not the type of spontaneous or passively initiated community discussed in most research institutes, but is built by the merchant itself using background data and analyzed through data mining and other technologies. The user's behavior trajectory, discover his hidden interest preferences, combine the user's own static data, etc., create a user portrait, and then use a clustering algorithm or user similarity calculation to divide users with the same preference performance into a virtual community In addition, the entire process was realized with materials from open data sets. [Purpose / Significance] This is conducive to the development of small and medium-sized enterprises that do not have strong strength to build a brand virtual community and then bring users together. They can use the virtual marketing community they build to personally recommend users and improve marketing success rates. Reduce marketing costs.


User portraits, Virtual communities, Digital marketing, personalized recommendations