新产品发布与品牌社区网络动态演进

New Product Releasing and Network Dynamic Evolution of Brand Community

品牌社区以顾客间互动的方式进行产品知识和营销信息的创造与传播,在企业新产品开发和营销中得到了迅速发展。当企业发布新产品时,社区中用户的互动会随之产生一定的动态变化。基于小米社区中红米Note4/4X板块的互动数据,对新产品发布后品牌社区网络的动态演进进行了研究。结果发现:社区网络属性与新产品传播相互影响,且在新产品发布时,社区核心边缘结构明显,核心用户汇聚新用户,但新用户持续参与可能较低;另外,整体来看,品牌社区用户结构较为松散,用户参与和互动程度较低。最后,社区中心化趋势明显,聘用用户在社区中起到重要作用。

Brand communities create and spread product knowledge and marketing information in the way of customer interaction in the community,which has boomed in new product development and new product marketing.When a new product is released,dynamic changes will occur in the interaction of users.Based on the interaction data in the Redmi Note4/4 Xforum of the Mi community,this paper explores the dynamic evolution of the community after the release of a new product.The results show that the network attributes of the community and the new product spreading can affect each other,and when the new product is released,there is a significant core-peripheral structure,where core users gather new users while new users have a lower participation possibility.On the whole,the brand community has a loose structure,and the degree of user participation and interaction is low.The community has a significant centralization trend and the employed users play an important role in the community.