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创建品牌社群成为现代企业市场营销的新利器。目前,品牌社群的实践应用和理论研究被广泛关注。基于Web of Science TM核心合集数据库和中国知网2005-2015年间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机理、作用机制和营销策略三个方面。总体上看关于品牌社群的研究还处于探索起步阶段,研究所涉及的行业相对较少,研究的普遍性和深入性需进一步加强。未来的研究需要建立能够综合各种影响因素的品牌社群形成机制模型;加深品牌社群与品牌资产、品牌延伸等变量的关系研究;拓宽不同行业、产品品类的品牌社群的研究等。
Create a brand community to become a modern enterprise marketing new weapon. At present, the practice and application of the brand community are widely concerned. Based on the related literature of the Web of Science TM core collection database and ChinaNet 2005-2005 on the brand community, it is found that the research mainly focuses on the formation mechanism, mechanism and marketing strategy of the brand community Aspects. Generally speaking, the research on brand community is still in the initial stage of exploration. The research involves relatively few industries and the universality and depth of the research needs to be further strengthened. Future research needs to establish a brand community formation mechanism model that can comprehensively influence various factors; deepen the research on the relationship between brand community and brand assets, brand extension and other variables; and broaden the research on brand communities in different industries and product categories.