基于顾客关系营销理论的虚拟品牌社区研究

发布时间：2018-05-14 23:33

本文选题：品牌社区 + 虚拟品牌社区　；参考：《湖南师范大学》2009年硕士论文

【摘要】： 20世纪80年代以来,由于全球经济一体化和企业竞争的激烈化,关系营销越来越受到西方学者和企业界的普遍关注。正确处理并建立企业与个人及组织的长期关系不仅关乎企业成败,更是保持顾客忠诚,形成品牌资产的关键。商业实践证明了通过品牌社区,企业可以建立起以顾客为中心的关系网络,为顾客之间的关系提供进一步发展的空间,并最终提高顾客忠诚。随着网络技术的兴起,互联网的发展,越来越多以品牌为主题的虚拟社区的出现,标志着虚拟品牌社区已成为企业塑造品牌和市场营销的新武器。然而纵观国外的相关文献,绝大部分的研究都是针对现实世界中的品牌社区的概念、特征及应用策略等方面进行探讨。本项研究以顾客关系营销学作为虚拟品牌社区研究的理论基础,采用了文献分析、网络问卷调查、网页内容分析、个案分析等方法,构建了一个虚拟品牌社区基础理论研究体系。研究结果表明,虚拟品牌社区本质上是现实品牌社区在网络空间的延伸,它是基于网络传播技术并由企业主导或品牌拥护者自发或第三方提供平台而建立起来的以品牌为沟通纽带而形成的品牌关系群体:虚拟品牌社区的形成受到关系营销因素、社会文化因素和网络科技因素的影响;虚拟品牌社区构成要素包括成员实体、社区规范、认同空间、互动空间和转换空间五个部分;企业可以通过搭建社区平台、制定社区规范、强化社区认同、完善互动机制和引进电子商务来创建自己的虚拟品牌社区。
[Abstract]:Since 1980s, due to the globalization of global economy and the fierce competition of enterprises, relationship marketing has been paid more and more attention by western scholars and business circles. Correctly handling and establishing the long-term relationship between enterprises and individuals and organizations is not only related to the success or failure of enterprises, but also the key to maintaining customer loyalty and forming brand equity. Business practice has proved that through brand community, enterprises can establish a customer-centered relationship network, provide further development space for the relationship between customers, and ultimately improve customer loyalty. With the rise of network technology and the development of Internet, more and more virtual communities with brand as the theme appear, which indicates that virtual brand community has become a new weapon for enterprises to shape brand and marketing. However, most of the researches are focused on the concept, characteristics and application strategies of brand community in the real world. This research takes customer relationship marketing as the theoretical basis of virtual brand community research, and adopts the methods of literature analysis, network questionnaire survey, web content analysis, case analysis and so on. A virtual brand community basic theory research system is constructed. The results show that virtual brand community is essentially an extension of real brand community in cyberspace. It is a brand relationship group based on the network communication technology and provided by the enterprise leading or the brand advocate providing the platform spontaneously or the third party: the formation of the virtual brand community is influenced by the relationship marketing factor. Social and cultural factors and network technology factors; virtual brand community elements include member entities, community norms, identity space, interactive space and conversion space; enterprises can build a community platform, Establish community norms, strengthen community identity, improve interaction mechanisms and introduce electronic commerce to create their own virtual brand community.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F273.2;F49

【引证文献】