品牌社群视角下顾客参与价值共创的影响研究基于小米社区社群运营案例分析 公共管理专业VIP免费

摘要价值的创造在以往被公认为由生产者所付出的劳动而获得，但是在“价值共创”概念的出现让生产者不再是价值创造的唯一，而顾客参与价值的创造过程，也被认为是改变了顾客在消费过程中的被动地位，从而让顾客主动的参与到价值产生的过程中，不仅提升了顾客的消费体验，也为企业带来更大的利益。小米公司通过组建品牌社群，引导用户通过品牌社群参与价值共创，获得了极佳的品牌营销效果。本文选取了小米社群为研究调查对象，用数据阐释小米社群用户特点、行为及其粘性情况，明确顾客参与对于价值共创的影响。最后，总结了品牌社群视角下顾客参与对于价值共创的营销效果策略，从而为更多企业开展社群营销提供有益参照。关键字价值共创品牌社群顾客参与AbstractTheinitialvalueofthegoodsandservicesareconsideredtogethertocreateenterprisesandproducers,withtheadvanceof"valuecreation",theenterprisewillnotbecometheonlyproviderofcustomervalue,alsoisnotonlythepassiverecipientsofproductsandservices.Thecustomervalueasconsumersatthesametime,alsoinvolvedintheenterprisevaluecreationprocess,starttocreatevalue.Thecompanyguidestheuserthroughthebrandcommunitycreatevaluefromtheformationofbrandcommunity,obtainedexcellenteffectofbrandmarketing.Tothemilletcompanyasanexample,fromtheperspectiveofbrandcommunity,throughtheconstructionanalysisofmilletcompanybrandcommunity,explainmilletcommunityusercharacteristics,behaviorandviscosity,clearinfluenceoncustomerparticipationcreatevalue.Finally,summedupthebrandcommunityfromtheperspectiveofcustomerparticipationinthemarketingstrategytocreatevalueeffect,soastoprovideausefulreferenceformoreenterprisestocarryoutsocialmarketing.KeywordsvaluecreatingbrandcommunityCustomerparticipation目录摘要...............................................................IAbstract............................................................I目录...............................................................21引言..............................................................31.1研究背景和意义...............................................31.2研究目的与内容...............................................31.3研究方法与思路..............................................32相关概念综述及文献综述............................................42.1品牌社群概念综述............................................42.2价值共创文献综述............................................43品牌社群下顾客参与价值共创的影响机制..............................53.1顾客参与价值共创的理论依据...................................53.2顾客参与对于价值共创影响机制.................................53.3品牌社群与顾客参与的理论依据................................64品牌社群背景下顾客参与价值共创的研究:以小米为例...................64.1小米公司品牌社群用户特征及行为分析..........................64.1.1小米品牌社群用户特征分析...............................6(1)以年轻人为主..........................................7(2)以学生和职场“菜鸟”为主..............................7(3)意见领袖数量少........................................74.1.2小米品牌社群用户行为及粘性分析.........................7(1)20%用户签到且在线时长超过20分钟.....................8(2)每周互动的用户达65.3%...............................8(3)高粘性用户推动论坛互动和活跃度.......................84.2顾客参与用户价值共创的体现..................................94.2.1粉丝的质量提升，带动价值共创的开始....................94.2.2随着用户粘性的提高，粉丝对小米产品购买加强............94.2.3粉丝粘性越高，重复购买行为也越多....................