||With the continuous development of Internet technology, the mode of website operation has become much closer to users. Various types of network operation appear constantly as Web2.0 technology becomes matured, and the shiniest one is Virtual Community. The early development patterns of virtual community were BBS systems, blogs and then the recent social network and micro-blogging(or microblog). Rheingold et al. scholars also believe that virtual communities have become new methods of interaction among people, and this developing pattern is inevitable.|
Although virtual community is developing rapidly, the relevant domestic literatures and researches on development strategy for virtual community are still very limited. Hence, this research aims to use a systematic way to collect literatures by which we can understand the development background of virtual communities, the operation pattern of virtual community, and how to create the value which between virtual community and Internet users.
In addition, this research also chooses a representative case for deep analysis by which we can understand what is the business environment for virtual community in domestic, how to find a niche market to avoid direct contention with competitors when the resources are insufficient, and we can also explore the development strategy for the case and give future recommendations. In conclusion, this study found that virtual community has the following characteristics: website members are not only consumers but also producers, and they can strengthen the interaction features and deepen website users’ preference. Moreover, by combining virtual and physical mode to create win-win situations, focusing on a niche market can create a higher identification among users. Finally, how to overcome the market differences will be the key to expand overseas markets.