| 顾客体验驱动的品牌社群发展及营销策略——以新浪网车友俱乐部为例 |
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| 引用本文： | 苏海林,苏洋.顾客体验驱动的品牌社群发展及营销策略——以新浪网车友俱乐部为例[J].嘉兴学院学报,2010,22(2):47-50. |
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| 作者姓名： | 苏海林 苏洋 |
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| 作者单位： | 1. 嘉兴学院商学院,浙江嘉兴,314001
2. 浙江大学城市学院,浙江杭州,310000 |
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| 摘 要： | 以新浪网车友俱乐部为例,从体验的角度分析了品牌社群的发展,它经历了雏形和壮大两个阶段.品牌社群是由体验爆发的结果,随着社群的壮大,品牌社群中的关系结构发生改变;影响品牌社群体验的因素有外部和社群成员个人两个方面.基于体验视角的品牌社群营销策略是善于发现品牌社群雏形,设计体验情境,创造体验事件.
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| 关 键 词： | 顾客 品牌社群 网络营销 车友俱乐部 |
Development and Marketing Strategy of Brand Community Driven by the Customers' Experience——Taking the Sina Car Club as An Example |
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| SU Hai-lin,SU Yang.Development and Marketing Strategy of Brand Community Driven by the Customers' Experience——Taking the Sina Car Club as An Example[J].Journal of Jiaxing College,2010,22(2):47-50. |
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| Authors: | SU Hai-lin SU Yang |
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| Institution: | SU Hai-lin 1,SU Yang 2(1.School of Business,Jiaxing University,Jiaxing,Zhejiang 314001,2.Ctiy College of Zhejiang University,Hangzhou,Zhejiang 310000) |
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| Abstract: | From the perspective of customers' experience,and taking the Sina Car Club as an example,this paper analyzes the development of brand community.The development of brand community experienced two stages,the early stage and the expanding stage.Brand community is the result of the arousal of the experience,and its structure changes when expanding.The factors which influence the brand community experience are the exterior factors and interior factors.The authors give three suggestions on the marketing strategy ... |
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| Keywords: | customer brand community online marketing car club |
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