从社区认同到品牌认同:如何基于在线社区提升品牌的消费者心智份额?

From Community Identity to Brand Identity:How to Improve Brand Users’ Mind Share Based on Online Community?

随着在线社区的兴起,如何在社区中开展网络营销活动,不断提升消费者的品牌认同感,通过品牌的有效定位以占领更多的消费者心智份额日益受到越来越多品牌的关注和重视。本文将基于RAS信息接收-接纳(Receipt-Accept-Sample)模型,针对不同类型的消费者群体从社区平均心智份额与社区消费者心智份额两个角度探讨基于在线社区的消费者品牌认同提升效果,并根据品牌发布广告的信息复杂度与信息强度来揭示广告信息特征对消费者品牌认同提升效果的影响,进而提出在线社区消费者品牌认同提升的品牌定位实施策略建议。研究发现:(1)在线社区消费者的平均心智份额呈现曲折上升态势,品牌有必要适时调整支撑品牌定位的营销组合策略;(2)消费者的心智资源不会被某一品牌所独占,品牌无法获取所有消费者的认同;(3)品牌定位应是简单明了且易于理解;(4)在提升消费者的品牌认同时,应基于消费者个性展开提升而非消费者的能力与意识;(5)在线社区消费者品牌认同提升过程中始终存在被竞争品牌攻击与反超的风险,品牌可能会流失已经夺取的心智资源;(6)即使品牌重启新的品牌定位战略,也无法全部挽回因竞争品牌反击而遭受的损失。本文在验证以往品牌认同与品牌定位理论相关结论同时,也获得了现有理论中未曾揭示的研究发现,为品牌开展有效品牌定位,扩大消费者心智份额,提升在线社区消费者品牌认同提供了借鉴。

With the advent of the Web3.0 era, many brands communicate brand information to target consumers through online communities. At the same time, consumers are increasingly relying on online communities for information about brands and products. Therefore, online community has become an important means for brands to maintain consumers’ brand attachment and loyalty and carry out brand marketing. Through the platform of online community, a brand can constantly push advertisements to community members to occupy the minds of consumers, establish a brand image in the minds of consumers that is in line with their personality, and successfully acquire the mental resources of consumers and enhance their brand identity.In this process, consumers’ adoption of advertising and brand positioning information will directly affect the effectiveness of brand positioning. For this reason, this article is based on the RAS(Receipt-Accept-Sample) model, in view of the different types of consumer groups from community average mind share and consumers mind share two angles to explore online community consumer brand recognition promotion effect, and according to the brand advertisement information complexity and characteristic of advertising information intensity to reveal information on online community, and the effects of consumer brand recognition, at the same time the process of competition brand back analysis is also simulated;Subsequently, the simulation results with grounded theory technology is verified, and brand positioning strategy suggestions are then proposed based on online community.The findings are as follows:(1) the average mental share of online community consumers is zigzagging upward, so it is necessary for brands to timely adjust the marketing mix strategies supporting brand positioning;(2) The mental resources of consumers will not be monopolized by a certain brand. There will always be some consumers who do not agree with the image and personality of the brand;(3) Brand positioning should be simple and easy to understand;(4) When enhancing the brand identity of consumers in online communities, it should be based on their personality rather than their ability and awareness;(5) In the process of improving the brand identity of consumers in online communities, there is always the risk of being attacked and surpassed by competing brands, and brands may lose the mental resources they have already won;(6) Even if the brand restarts the new brand positioning strategy, it cannot completely recover the losses incurred by the counterattack of competitors.