It is recognized that the most important asset for a company in the 21st century is customer. Only companies with ‘valuable customers' can survive in the severe competition. Under this intense competitive market, every efforts and ways of businesses to get new customers are quite different from those of old and existing ones.The Internet makes easy the integration of various industries and business types in the online and offline society. And the appearance of the fusion product in the digital society makes the boundary of each industry blurred. Many companies in the world take every means to gain competitive advantage by generating relationship merit and these efforts result in enhancing inter-firm relationship such as strategic alliance.The purpose of this study is fourfold. Firstly, I explore the marketing potential of community not only by applying theories on community but by identifying the concept and characteristics of community. Secondly, I suggest that community provide new perspectives which shift research subject from individual level to group one. Thirdly, I explain governing mechanism as an organizing transaction and make it easy to utilize inter-firm relationship and consumer group as a means of marketing activities. Finally, I try to present some marketing strategy using community through the result of our studies.Establishing and managing community is critical to gain competitive advantage. Unlike existing communities, online community provides many opportunities to marketers. Strategic approach is required not only to support and manage consumer community but to choose strategic alliance partners and share customers. Further researches on community marketing are needed, which identify consumer behavior and marketing strategy on virtual community based on relationship marketing paradigm.