本論文以為企業競爭的策略也不能再一個同角度來考量，強調創新、流行、生命週期短之消費性電子商品的創新策略應能透過網路社群與強調顧客關係之互動行銷，亦為企業競爭的不二法門。本論文認為強調創新、流行、生命週期短之消費性電子商品的創新策略應能透過網路社群與強調顧客關係之互動行銷。消費性電子產品的一個重要特性，就是它們全都會隨著時間而有降低價格的趨勢。這是由於製造商的效率和科技的改善，令消費性電子產品能夠不斷推陳出新。根據消費性電子商品的特性與目前網路社群的經營與行銷模式。本文建議可朝底下六種建議模式發展: (一) 創作類:部落格、使用者產出內容及podcasts；(二) 連結類:社交網絡和虛擬世界；(三) 協作類:共筆系統和開放原始碼；(四) 互動類:論壇、評等和評論；(五) 整理類:標籤；(六) 加速閱聽類:RSS和widget工具。此外，網路社群可了解消費者需要或渴望那些新功能，或許更進一步探求先驅消費者的產品印象。透過社群協助產品功能的使用便利，或開發出新的使用方式。而複雜的操作功能可透過社群的支援，讓產品的功能發揮或全面擴展，更社群的功能與團體的感情聯繫。凡此種種都將有利於消費性電子商品透過目前網路關係與發展網路社群策略來進行創新與行銷活動。 In 21st century, innovation becomes one of the key elements of business competition. Continuous innovations keep a business staying competitive with its peers. In addition, innovation provides the commodities to satisfy consumers’ needs and create killer applications or products. That is why a innovative company can always lead in its industry in competition and takes advantages over its competitors. Furthermore, as the progress of consumers’ behavior, a business has to reconsider how to provide new types of goods or services. Accompanying with the evolution of consumers’ purchasing behavior, consumer electronics goods place among the top of the purchasing lists of household’s expenditure. Therefore, consumer electronics goods become more important and are worth of studying.
With the emergence of electronic commerce, the applications of customer relationships management and online community marketing become common tools for businesses to set up their competitive strategies. In this paper, we want to study if customer relationships management and online community marketing can be applied to consumer electronics goods, which are fashionable, stylish, and short life cycle. In addition, how can these two techniques to be effectively setup their competitive strategies, especially for innovation strategies and introduction of new products. We conclude that consumer electronics goods producers can employ six development models of online community conducting to successfully connect the contents of consumer electronics goods. In addition, consumer electronics goods producers can also elicit the contents of consumers’ needs and spillover mouth of words effects through the conducting of online community.
