粉丝经济、关系资本与竞争优势——基于小米“粉丝经济”的分析与思考

Fan economy, Relationship Capital and Competitive Advantage——Based on Analysis and Thinkingon Xiaomi’s "Fan Economy"

粉丝经济成为助力企业效益增长的新型竞争优势,其背后的逻辑是在信息化时代下,各方利益更加紧密相连。基于信任、专项投资和密切互动形成的关系资本有助于企业走进客户需求链,切合客户的生活方式,增加客户身份认同感,从而使粉丝从情感出发进行消费。文章通过对小米粉丝经济进行分析与思考,提出新时代下基于关系资本构建竞争优势的基本框架。

Fan economy has become a new competitive advantage that helps enterprises grow their profits. The logic behind the situation is that in the information age, the interests of all parties are fightly linked. The relationship capital based on trust, special investment and close interaction helps enterprises to enter. the customer demand chain, which is tailored to their lifestyle and increases customer identity so that fans can consume from emotions. Through analyzing and thinking on Xiaomi’s fan economy, this paper proposes the basic framework of building competitive advantage based on relational capital in the new era.