品牌社群生态位及其测量模型研究

近十五年来,在品牌关系理论研究的热潮下,Munizεt&O’Guinn提出的全新概念"品牌社群"(brand community)受到广大实践工作者和学者们关注,成为西方品牌理论研究的新前沿。本文在对为数不多的品牌社群理论进行综述分析的基础上,提出了从生态学生态位角度研究品牌社群的全新视角。通过对品牌社群生态位内涵进行界定,以及对前人有关品牌生态系统层级构建进行完善的基础上,从生态位宽度和生态位重叠度层面构建品牌社群生态位测量模型,即运用一维生态因子轴来分析品牌社群对资源变量的占用幅度以及共享状态,表征该类社群处于生态系统环境中的相对地位,目的在于对生态位重叠态势下的竞争格局预先作出有效判断,从而在提升品牌社群决策科学性的同时,提升企业顾客资产以及品牌资产的价值。

In the past fifteen years,with the boom of brand relationship research,completely newly the concept Brand Community introduced by Muniz O＇ Guinn has caught attentions of vast practical workers and scholars,and has become new frontier in the field of western brand research.Based on the comprehensive analysis on little literature regarding the theory of brand community,this paper has come up with completely new perspective from niche to study brand community.By the defining the niche connotation of brand community,and improving the construction of formers＇ brand ecosystem level,this paper constitutes the model of measuring brand community niche from perspective of niche breadth and niche overlap,which means to apply one-dimension ecological factor shaft to analyze the occupation of resource variable of brand community and the sharing situation,which indicates the relative position of brand community in ecosystem environment to make effective judgment over competition pattern under niche overlapping in advance so as to promote the values of both enterprise customer asset and brand asset while promoting the scientificity of brand community decision-making