顾客在虚拟品牌社区中价值共创行为的研究

发布时间：2018-01-20 03:48

本文关键词： 虚拟品牌社区价值共创交际生态学刺激-机体-反应理论　出处：《北京交通大学》2017年硕士论文　论文类型：学位论文

【摘要】：计算机与网络技术的蓬勃发展催生了大量以品牌为主题的虚拟社区(如锤子手机论坛、海尔社区等),商业实践证明虚拟品牌社区已成为企业树立品牌与有效营销传播的利器。重视顾客拥有的知识体系、满足他们希望参与的个性化需求,将顾客行为纳入企业价值生产,对企业可持续发展与强化品牌忠诚、巩固品牌资产有不可替代的作用。因此,探索顾客价值共创行为及其影响因素,把握消费者的利益诉求,能够为企业营造适宜的顾客参与情境,引导与管理顾客价值共创行为,进而实现品牌的商业价值提供理论与实践指导。本文梳理了虚拟品牌社区的含义与普遍适用的特征,界定了虚拟品牌社区内顾客价值共创的行为及其表现类型,探讨了虚拟品牌社区的特征、顾客利益感知及合作创造价值行为间的关系,即品牌企业主办社区的特征如何作用于顾客利益感知进而对个体合作创造价值行为产生影响。提出了一个连贯的分析框架,可以帮助管理者和研究人员更好地理解价值共创,并将其作为消费者主导战略,企业正确地引导顾客进行价值共创提供一定参考。从学术上,本文以品牌社区的发展为背景,结合交际生态学理论与S-O-R理论,研究虚拟品牌社区环境下的顾客价值共创行为,得到主要概念虚拟品牌社区、顾客利益感知、价值共创的含义。为每个概念确定其维度,划分了价值共创行为的不同表现形式,从主体、起因出发推演合作创造价值的流程,丰富虚拟品牌社区和顾客参与价值共创理论的研究内容。从实践上,企业能借助虚拟品牌社区传播企业文化与品牌形象,引导消费者共同参与价值创造活动,达到销售产品、宣传品牌的营销目的。顾客在社区内的价值共创能帮助企业更好的洞察客户行为,获取顾客知识,满足顾客渴望参与及个性化需求,实现精准营销与定制营销,将潜在消费者转换成实际购买使用者,再转换成忠实簇拥者,为企业聚集有效的市场优势与竞争资本。
[Abstract]:The rapid development of computer and network technology has given birth to a large number of brand-themed virtual communities (such as hammer mobile phone forum Haier community etc.). Commercial practice has proved that virtual brand community has become a sharp weapon for enterprises to establish brand and effective marketing communication, attach importance to the knowledge system owned by customers, and meet the personalized needs they want to participate in. Bringing customer behavior into enterprise value production plays an irreplaceable role in the sustainable development of enterprises, strengthening brand loyalty and consolidating brand equity. Therefore, explore customer value creation behavior and its influencing factors. Grasp the interests of consumers can create a suitable customer participation situation for enterprises to guide and manage customer value create behavior. And then to achieve the commercial value of the brand to provide theoretical and practical guidance. This paper combed the meaning of virtual brand community and the characteristics of universal application, defined the behavior of customer value creation and its performance types in virtual brand community. This paper discusses the characteristics of virtual brand community, the relationship between customer interest perception and cooperative value creation behavior. That is how the characteristics of the host community of the brand enterprise affect customer interest perception and then affect the individual cooperative value creation behavior. A coherent analysis framework is proposed. It can help managers and researchers better understand value creation and take it as a consumer-oriented strategy. Enterprises can correctly guide customers to create value together to provide a certain reference. Based on the development of brand community and the theory of communication ecology and S-O-R, this paper studies the behavior of creating customer value in virtual brand community and obtains the main concept of virtual brand community. Customer interest perception, meaning of value creation. Determine its dimensions for each concept, divided the different forms of value creation behavior, from the subject, the origin of the process of value creation. Enrich the research content of virtual brand community and customer participation value creation theory. In practice, enterprises can use virtual brand community to spread corporate culture and brand image, guide consumers to participate in value creation activities. To achieve the marketing purpose of selling products and publicizing the brand, the value of customers in the community can help enterprises to better understand customer behavior, acquire customer knowledge, and meet customers' desire for participation and personalized needs. To achieve precision marketing and customized marketing, potential consumers will be converted into actual buyers, and then converted into loyal followers to gather effective market advantages and competitive capital for enterprises.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

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