磁性品牌社区内部知识流模型分析研究

The Analysis on the Internal Knowledge Flow Model for Magnetic Brand Community

通过对品牌社区及内部知识流进行分析,得出新的概念磁性品牌社区及其特征,并提出磁性品牌社区内部知识流模型。模型分析表明,磁性品牌社区是一个可变的磁体,随着消费者人数的变多和内部知识交互的正向增加,得到奉献量的磁性品牌社区磁体变大,磁力变强。研究加深了对品牌社区的认识,所得的分析结论对企业品牌营销实践有一定的指导意义。

Through the analysis on the brand community and internal knowledge flow, this thesis draws a new concept of magneticbrand community and its characteristics, and put forward the knowledge flow model of magnetic brand community. The model analysisshows that the magnetic brand community is a variable magnet, with the increase in the number of consumers and the positive increasein the interaction of internal knowledge, the magnetic sector of the community has become larger and the magnetic force becomes stron-ger. Research has deepened the understanding of the brand community, and the analysis conclusion of the enterprise brand marketingpractice has some guiding significance.