网络社群背景下的品牌建构

Research on Brand Construction under the Background of Network Community

网络社群文化是网络共同体共享的价值观、仪式和精神意趣,而作为一种社会化的符号,品牌则是网络社群文化的外在表征。网络社群文化形塑并引领着成员观念与行为的同时,还催生了社群经济这一新经济形态,它体现为成员间交流与交换行为的互渗、信息共享与分享模式的对流,并推动品牌由“物格”向“人格”的价值转向。因此,网络社群背景下的品牌建构理念应以“文化认同”为基础,以“品牌开放”为导向,品牌传播策略也应向“链接社群”的方式转换。

The network community culture is the values,rituals and spiritual interests shared by the network community.And brand,as a symbol of socialization,is the external manifestation of the network community culture.The network community culture not only shapes and leads members'ideas and behaviors,but also gives birth to a new economic form of community economy.It is embodied in the interpenetration of communication and exchange behaviors among members,the convection of information sharing and sharing patterns,thereby promoting the brand to shift from the value of"object"to"person".Therefore,the concept of brand construction under the background of network community should be based on"cultural identity"and oriented by"brand openness",and the brand communication strategy should also shift to the approach of"linking community".