Driving traffic to the online photography website www.vnphoto.net

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TRƯỜNG ĐẠI HỌC MỞ TP. HCM UNIVERSITEÙ LIBRE DE BRUXELLES

HO CHI MINH OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOL

MBMM 4

PHAM AN DUONG

Community building for the online photography

website www.vnphoto.net

MASTER PROJECT

MASTER IN BUSINESS & MARKETING MANAGEMENT

Tutor’s Name: Dr. Nguyen Duc Tri

Ho Chi Minh City

(2011)

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Attestation of Authorship

“I hereby declare that this submission is my own work and that, to the best of my

knowledge and belief, it contains no material previously published or written by

another person (except where explicitly defined in the acknowledgements), nor

material which to a substantial extent has been submitted for the award of any other

degree or diploma of a university or other institution of higher learning.”

Signed _______________________________ 1st March, 2011

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Acknowledgememt

I would like to convey my sincere gratitude to the following people. Without their

assistance the completion of this thesis would not have been possible.

To Dr. Nguyen Duc Tri, whose guidance and support me from the initial to the final

of this thesis.

To Mr. Anh Tran for his assistance of the database retrieval of the website

www.vnphoto.net.

To members of the website www.vnphoto.net who took part in several surveys to

provide input for user insight information.

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Tutor’s comments

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Contents

Chapter 1 - Introduction........................................................................................7

Chapter 2 – Literature review...............................................................................9

Trends in online photography ...............................................................................9

Photo user’s classification...................................................................................10

Conclusion ..........................................................................................................13

Chapter 3 – Analytics of VNPhoto.net website..................................................14

Site statistics........................................................................................................14

Chapter 4 – Community building of VNPhoto.net............................................18

VNPHOTO.net’s vision......................................................................................18

Business strategies ..............................................................................................18

I. Social Network Builders..................................................................................18

II. Enhance collaboration among VNPhoto users for sharing and exchanging

photography hobby .............................................................................................24

III. Sustainable community development ...........................................................32

Core Values.........................................................................................................32

Community Attributes ........................................................................................33

Business Development Plan................................................................................33

I. Project timeline................................................................................................33

II. Promoting VNPhoto.......................................................................................35

III. Return of Investment.....................................................................................39

Chapter 5 – Conclusion........................................................................................41

References..............................................................................................................41

Appendix................................................................................................................43

VNPhoto Sitemap ...............................................................................................43

VNPhoto features................................................................................................43