The Creation Process Model of Brand Value for Online Community and Empirical Research

摘要

In perspective of the sustainable growth for the online community, the paper firstly proposed the practical significance of brand strategy implementation for online community, then designed the brand value creation process model of online community based on consumer's participation, and elaborated each process, finally, it took an online community as example, for demonstrating the creation process model and the 3 important concepts of branding, consumer's participation and brand value creation.