品牌社区的发展脉络与未来展望

On Development of Brand Community

本文以品牌社区的发展脉络为主线,按照不同发展阶段对目前纷杂的品牌社区研究成果进行了梳理归纳,描绘出一个较为清晰的研究轮廓,即品牌社区的研究中心既包括传统品牌社区,又包括网络品牌社区,并有向后者转移的趋势;学者们对品牌社区的研究范围在不断扩大,研究内容也在不断深化。本文认为关于品牌社区体验与品牌态度和品牌忠诚间关系的研究以及品牌社区负面信息的影响和作用机制的研究是品牌社区理论研究的未来方向;在未来实践中,网络品牌社区会向更多领域延伸,网络品牌社区负面信息的及时处理是品牌企业不得不面对的问题。

Taking the brand community development as the main line, based on the summary of the current mixed research achievements according to different stages of development, this paper paints a relatively clear research outline, namely, brand community study centers on both traditional brand community and network brand community, and has a tendency to shift to the latter. Scholars have expanded the scope and content of brand community research. This paper holds that the study of the rela- tionship between the brand community experience and brand attitude and brand loyalty, the influence of brand community negative information, and mechanism of action research will be the future theoretical research direction of brand community. In practice, the online brand community will be extended to more areas, timely processing of negative information of network brand community is the problem that a brand community has to face .