品牌社群的建设机制研究

摘要

指出品牌社群研究源于社群观与品牌观，已成为建立品牌忠诚和维护品牌形象之不可小觑的方法之一。研究发现，建立品牌社群应从品牌运营者、核心消费者利益出发，结合股东、供应商、一般消费者、渠道商等的利益，通过建立消费者运管组织或企业运管组织的形式，对品牌社群加以管理使之发展。品牌社群建立的方法和措施有三个：建立品牌崇拜、建立品牌社群互动机制以及危机预警机制。%The concept of brand community comes from brand view and community view, which has been a significant method of building brand loyalty and preserving brand image. It has been discovered that in order to build brand community, enterprises should consider the benefits of shareholders, suppliers, channel distributors and consumers. Building consumers＇ managing organizations and companies＇ managing organizations is an useful way to develop the brand community. There are three methods to build the brand community： building the brand worship; building the inherent interactive mechanism between corporations and customers and building mechanism Crisis Early Warning.