价值共创视角下虚拟品牌社群与用户创新

虚拟品牌社群作为企业与用户实现信息沟通的重要渠道,越来越多地受到学术界和企业界的重视与关注。本文在已有虚拟品牌社群和用户创新相关文献的基础上,以价值共创为切入点,阐述了虚拟品牌社群的内涵与分类,归纳总结出虚拟品牌社群氛围、顾客参与互动、顾客品牌体验以及品牌忠诚四种因素对用户创新影响作用机制,构建虚拟品牌社群下用户创新流程模型。研究结论可以帮助企业提升虚拟品牌社群的效率和柔性,促进品牌社群用户创新,对企业的创新创业具有重要理论意义和实践价值。最后,提出重视虚拟品牌社群氛围营造、以顾客参与互动带动品牌体验、培养顾客品牌忠诚等营销策略。

As an important channel of information communication between enterprises and users, virtual brand community has been paid more and more attention by academics and practitioners. Based on the existing literature on virtual brand community and user innovation, this paper takes value co-creation as the entry point, expounds the connotation and classification of virtual brand community, and summarizes the factors of virtual brand community atmosphere, customer interaction, customer brand experience and brand loyalty that affect the user innovation mechanism, and builds a virtual brand community user innovation process model. The research conclusion can help enterprises improve the efficiency and flexibility of the virtual brand community, promote the innovation of users in the brand community, and has important theoretical significance and practical value for the innovation and entrepreneurship of enterprises. Finally, it puts forward some marketing strategies, such as paying attention to creating the atmosphere of virtual brand community, promoting brand experience with customer participation and fostering customer brand loyalty and so on.