论文部分内容阅读
品牌社群的成形为传播文化品牌、维护品牌忠诚度提供了全新的视野。本文通过对国内外品牌社群相关研究进行梳理,从社群关系、动机等内外部因素探讨品牌社群形成机理,并根据花间堂“花粉品鉴团”为例验证形成机理的实用性。
The formation of the brand community provides a new perspective for the dissemination of cultural brands and brand loyalty. Based on the research on brand community at home and abroad, this paper explores the formation mechanism of brand community from internal and external factors such as social relations and motivation, and verifies the practicality of formation mechanism based on the example of Huajiantang “pollen tasting group ” Sex.