基于品牌社群融入的企业品牌发展研究

发布时间：2018-04-17 15:44

本文选题：品牌社群 + 合作博弈　；参考：《东岳论丛》2017年11期

【摘要】：品牌社群通过成员拥有的社交关系网络传播品牌信息,大大增加了品牌推广的有效性和可信性,是克服传统品牌管理弊端,打破当前我国品牌发展瓶颈的重要途径。然而,对品牌社群的研究仍处于起步阶段,缺乏对品牌社群发展内在原因与机理进行分析的实证研究。为揭开品牌社群发展"黑箱",本文以品牌社群成员诉求与利益的差异为契入点,将品牌社群的发展过程还原为社群成员间不断合作与博弈的过程,以初步参与、合作加深、长期融入三步构建了品牌社群发展由浅及深的衍化模型并进行了实证检验,研究发现共同愿景与未来愿景可以有效促进社群成员融入品牌社群,监督效率虽然不能显著影响社群成员间的互动,但对其参与品牌社群活动的程度有正向影响。最后根据实证检验结果针对我国本土品牌社群的发展状况提出了建议与启示。
[Abstract]:Brand community disseminates brand information through the social relationship network owned by its members, which greatly increases the effectiveness and credibility of brand promotion, and is an important way to overcome the disadvantages of traditional brand management and break the bottleneck of brand development in our country.However, the research on brand community is still in its infancy, lacking of empirical research to analyze the internal reasons and mechanism of brand community development.In order to uncover the "black box" of brand community development, this paper takes the difference between the demands and interests of brand community members as the starting point, and restores the development process of brand community into a process of continuous cooperation and game between the members of the brand community, so as to participate in the process and deepen the cooperation.Three steps of long-term integration of brand community development by shallow and deep evolution model and empirical test, the study found that the common vision and future vision can effectively promote community members into the brand community.Although the efficiency of supervision does not significantly affect the interaction among community members, it has a positive effect on the degree of participation in brand community activities.Finally, according to the results of empirical test, the author puts forward some suggestions and revelations on the development of local brand community in China.
【作者单位】：山东建筑大学商学院;山东建筑大学管理工程学院;
【分类号】：F273.2

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