粉丝热忱促进品牌成长的形成与保障机制——基于美妆品牌“御泥坊”的案例研究

Formation and Protection Mechanisms of Fans' Enthusiasm to Promote Brand Growth——A Case of the Beauty Makeup Brand “UNIFON”

粉丝热忱是互联网环境下产生的一种新的营销现象,许多新兴的互联网企业通过激发粉丝热忱,实现了品牌快速成长。究竟粉丝热忱是如何产生的?怎样才能建立持续的粉丝热忱?回答这些问题是建构粉丝热忱理论的关键。本文通过对美妆品牌"御泥坊"的案例分析得到如下结论:促进品牌成长的粉丝热忱由粉丝热忱形成机制和粉丝热忱保障机制来实现;粉丝热忱形成机制由文化符号价值和粉丝感性程度驱动,文化符号价值由粉丝品牌认知和粉丝品牌认同构成,粉丝感性程度由粉丝品牌刺激和粉丝共有特征构成;粉丝热忱保障机制由内部支撑机制和外部协调机制驱动,内部支撑机制由本质特性和辅助特性构成,外部协调机制由自我营销和协同营销构成。在此基础上,建构了粉丝热忱促进品牌成长的形成与保障机制模型。

Fans enthusiasm is a new marketing phenomenon that has appeared under the internet background. Many emerging Internet companies have achieved rapid brand growth by stimulating fans enthusiasm. How to generate fans enthusiasm, and how to build continuous enthusiasm of fans? Answers to these questions are the key to building the theory of fans enthusiasm. The following conclusions are obtained through a case analysis that takes the beauty makeup brand “UNIFON” as an example: The formation and protection mechanism of fans enthusiasm are the two major mechanisms for realizing the continuous enthusiasm of fans and promoting the sustaining brand growth. The formation mechanism of fans enthusiasm is driven by cultural value symbols and the sensation level of fans. The cultural value symbol consists of fans awareness of the brand and fans recognition of the brand. The sensation level of fans is composed of brand stimulations to fans and common characteristics of fans. The protection mechanism of fans enthusiasm is driven by internal support mechanisms and external coordination mechanisms. The internal support mechanism consists of essential characteristics and auxiliary features. The external coordination mechanism is composed of self marketing and collaborative marketing. Based on these findings, this paper builds a model on the formation and protection mechanisms of fans enthusiasm to promote brand growth.