虚拟品牌社群互动对品牌忠诚的影响研究--以小米为例

摘要

随着移动互联网时代的到来，越来越多的企业发现品牌社群在消费者市场上的巨大作用。大量的实践和研究表明：品牌社群在顾客关系管理、口碑营销、培养顾客品牌忠诚等方面产生很大的影响。因此，提升消费者的品牌忠诚，进而影响其对品牌的购买态度和购买行为是企业建立品牌社群的目的和意义所在。对虚拟品牌社群互动内容进行分析，主要是对小米社区的互动过程以及关系进行分析。通过分析，有助于企业更加深刻地理解虚拟品牌社群的互动过程和作用，也有助于企业吸引和维持忠诚顾客，从而提高消费者对于品牌的忠诚。%With the advent of the era of mobile Internet ,More and more companies find that brand commu-nity has a very big effort in the consumer market. A lot of practice and researches show that the brand community achieves a significant impact on customer relationship management,word of mouth marketing and customer loyal-ty. Therefore,raising consumerˊs brand loyalty,and then affecting their attitude toward the brand and purchase behavior are the the purpose and meaning of enterprise to establish brand community. The article analyzes inter-active content of the virtual brand community,mainly analyzing the Xiaomi phone community interaction and re-lationship. Through the analysis,enterprise can understand the interaction of virtual brand community and role, helping enterprises to attract and maintain loyal customers to improve the loyalty of consumers to the brand.