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品牌社群是一个新的消费现象,品牌社群的形成也是消费社会的一种发展趋势.目前,品牌社群的实践应用和理论研究被广泛关注,关于品牌社群的相关文献,梳理和分析研究成果发现,其研究内容主要集中在品牌社群的形成、运营、营销三个方面,这些研究大多从营销学角度,或从心理学角度进行研究,从传播学的角度研究不多,文章从微传播的视角解析品牌社群的传播特征、传播内容、传播策略,从微传播视角考察品牌社群,对品牌社群领域进行探讨,从而创建这一领域的相关理论与实践应用.创建品牌社群成为企业品牌战略的新方式,互联网助推了品牌社群的发展,在品牌社群微传播过程中,催生了社群经济,获得巨大的商业价值和社会价值,由此形成了社群商业模式.
Brand community is a new phenomenon of consumption, the formation of brand community is also a trend of consumer society.Currently, the practical application of brand community and theoretical research are widely concerned about the brand community literature, sort out and analyze The research found that its research mainly focuses on the formation, operation and marketing of the brand community. Most of these researches are conducted from the perspective of marketing or from the perspective of psychology, and few are studied from the perspective of communication science. From the perspective of micro-dissemination, it analyzes the characteristics of the communication, the content and the communication of the brand community, examines the brand community from the perspective of micro-propagation and explores the brand community, thereby creating relevant theoretical and practical applications in this field. Group as a new way of corporate brand strategy, the Internet has boosted the development of the brand community, micro-spread in the brand community, gave birth to the community economy, access to huge commercial value and social value, which formed a community business mode.