基于消费者参与的白酒品牌价值共创模式与机制研究——以江小白为例

Model and Mechanism of Baijiu Brand Value Co-Creation Based on Consumer Engagement:a Case Study on Jiangxiaobai

在互联网时代,品牌价值不再由企业单独创造,而是企业与消费者共同创造而成。本文以江小白品牌为案例样本,采用扎根理论的方法探寻消费者参与下的白酒品牌价值共创模式与机制。研究结果发现在以"消费者、产品和互联网"为主的品牌管理理念下,通过构建品牌价值共创平台和进行品牌IP化鼓励消费者参与,将消费者成功转换为品牌价值共创者并引导其品牌价值共创行为是江小白品牌快速发展的关键所在。在此基础上,本文还进一步总结了消费者参与白酒品牌价值共创的相关机制。

In the internet era,brand value is no longer created by companies alone,but co-created with consumers.Using the grounded theory,we take Jiangxiaobai as the example to explore the model and mechanism of Baijiu brand value co-creation based on consumer engagement.The results show that the key factors that enable Jiangxiaobai to develop rapidly include the brand management concept focusing on consumer,product and internet,the construction of brand value co-creation platform,the creation of brand IP,the encouragement of consumer engagement,and the guidance of brand value co-creating behaviors.On this basis,we have summarized the mechanisms of Baijiu brand value co-creation based on consumer engagement.