| 品牌社群的影响作用和发展策略评析 |
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| 引用本文： | 眭雅婷,吕艳丽.品牌社群的影响作用和发展策略评析[J].未来与发展,2011(3):93-96. |
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| 作者姓名： | 眭雅婷 吕艳丽 |
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| 作者单位： | 1. 南开大学商学院,天津,300071
2. 兰州商学院陇桥学院,甘肃,兰州,730101 |
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| 摘 要： | 品牌社群的发展受到企业和研究界越来越多的关注,品牌社群研究已经成为关系营销领域的一个热点和前沿问题。本文在梳理以往有关品牌社群研究的基础上,界定了品牌社群的概念内涵,分析了品牌社群对企业品牌发展的影响作用,最后分别从品牌社群发展的广度和深度角度归纳了相应的发展策略。
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| 关 键 词： | 品牌关系 品牌社群 品牌忠诚 |
A Review on Influencing Functions and Developmental Strategies of Brand Community and Brand Management |
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| SUI Ya-ting,LV Yan-Li.A Review on Influencing Functions and Developmental Strategies of Brand Community and Brand Management[J].Future and Development,2011(3):93-96. |
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| Authors: | SUI Ya-ting LV Yan-Li |
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| Institution: | SUI Ya-ting1,LV Yan-Li2(1.Business School,Nankai University,Tianjin 300071,China,2.Longqiao School of Lanzhou Commercial College,Lanzhou Gansu 730101,China) |
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| Abstract: | The development of brand community is getting increasing attentions from enterprises and researchers.The research on brand community has been established as a popular topic in the area of relationship marketing.Based on the former relevant researches,this paper gave the definition of brand community,analyzed the influence of brand community on the value of brand development,and finally outlined strategic suggestions for developing the scope and the depth of community respectively. |
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| Keywords: | brand relationship brand community brand loyalty |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
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