On the Mechanism of Customer's Participation in Innovation in Virtual Community

With the development of digitalization and Internet technology, virtual community, as a new social form, emerges constantly. In the virtual community, people can interact, communicate, share and cooperate with other users through the network platform, thus forming a community with common interests or goals. With the popularization and deepening of virtual community, more and more enterprises begin to pay attention to and use virtual community as a channel for marketing and product innovation. This paper introduces the concept and characteristics of virtual community, analyzes the significance of customers' participation in innovation and the motives of different customers' participation, and discusses the strategies for establishing the innovation mechanism of customers' participation in virtual community.