Marketing Strategy of Knowledge-Based Virtual Community

The quality of the marketing strategy plays a vital role in the operation of the company’s products. Now that the Internet is developing rapidly, social media has also gained a lot of room for development, and virtual communities have emerged in this context. Combining product marketing with virtual communities has become a hot topic of research. Therefore, this paper proposes the marketing strategy research of knowledge-based virtual communities. Considering the information dissemination of virtual communities, this article introduces the theory of communication, and analyzes the communication process with theories of emotional interaction ritual, interactive communication, and social exchange. By investigating consumer consumption patterns in the virtual community, a corresponding mathematical model is established. The results show that if companies want to achieve good sales results, they must focus on improving community reputation, product quality, and maintaining the relationship between dealers and customers. Through good word-of-mouth and excellent product quality, the use of community functions can successfully transform community members into marketers of the product, greatly improving the visibility and sales of the product in the community.