基于消费者价值的品牌社群营销思路与对策

Brand community marketing thinking and countermeasure basing on consumer value

随着品牌营销的不断深入,由关系营销、社群理论和品牌创建等理论发展而来的品牌社群理论成为了品牌管理研究的前沿。品牌社群营销对于企业提高顾客满意度和客忠诚度,创造品牌资产具有重要意义。本文主要通过系统阐述品牌社群的概念和品牌社群的消费者价值维度,提出基于消费者价值的品牌社群营销策略。

With the development of Brand Marketing,the theory of Relationship Marketing,Community Theory,and Brand Creation has formed the Brand Community theory.And it has become the forefront of Brand Management.Brand Community Marketing is important for enterprises to improve Customer Satisfaction and Customer Loyalty.The paper has described the value dimension of the concept of Brand Community,then put forward the Brand Community Marketing strategy based on Consumer Value.