数字营销时代关系范式下母婴品牌社群运营模式研究——以品牌“孩子王”为例

Research on the Operation Model of Maternal and Infant Brand Community under the Relationship Paradigm in the Digital Marketing Era:Taking the Brand“Kidswant”as an Example

基于关系范式,采用案例研究、深度访谈、体验式观察等方法探究母婴品牌社群运营模式,从品牌社群在品牌关系、品牌传播、品牌延伸上的价值入手,梳理数字营销时代品牌社群对品牌资产尤其是品牌关系的贡献。以创始于江苏南京的知名母婴连锁品牌“孩子王”为研究对象进行典型案例研究,分析其品牌社群管理经验,探究其管理模式及运营策略,提出以女性为核心的母婴品牌社群运营策略,为相关品牌社群的经营管理提供参考。

Based on the relationship paradigm,adopting case studies,in-depth interviews,and experiential observations and other methods,the operation model of maternal and infant brand community is explored.Starting with the brand community value in brand relationship,brand communication and brand extension,the paper sorts out the contribution of brand community to brand equity,especially to brand relationship in the era of digital marketing.Taking the well-known maternal and infant chain brand“Kidswant”founded in Nanjing of Jiangsu province as the typical case to study,the paper analyzes Kidswant’s management experience of brand community,explores its management model and operation strategy,and proposes the operation strategy of maternal and infant brand community centering on women as the core,in order to provide reference for the operation and management of related brand communities.