本文選題：虛擬品牌社區(qū)　切入點：品牌關系質量　出處：《中國流通經濟》2017年07期 　論文類型：期刊論文

【摘要】：隨著移動互聯技術的逐漸成熟和虛擬經濟的日益發(fā)展,虛擬品牌社區(qū)作為企業(yè)與消費者溝通的窗口,在品牌營銷中發(fā)揮著日益重要的作用,是企業(yè)與消費者建立持久、和諧品牌關系的重要工具,是企業(yè)與消費者進行價值共創(chuàng)的戰(zhàn)略平臺。其中,品牌關系質量在虛擬品牌社區(qū)特征影響消費者價值共創(chuàng)參與意愿的關系中起完全中介作用,而虛擬品牌社區(qū)特征在品牌關系質量的中介作用下,一方面通過消費者對虛擬品牌社區(qū)信任的中介作用正向影響其價值共創(chuàng)參與意愿;一方面通過消費者對社區(qū)滿意和信任的雙層中介作用正向影響消費者價值共創(chuàng)參與意愿。因此,為促使消費者自愿、積極參與企業(yè)或品牌價值共創(chuàng)活動,企業(yè)虛擬品牌社區(qū)創(chuàng)建與運行必須緊密結合企業(yè)品牌戰(zhàn)略特點,通過構建獨具品牌特色的品牌愛好者線上互動社區(qū),提供特色化服務,獲得消費者滿意和信任。
[Abstract]:With the development of mobile interconnection technology and virtual economy, virtual brand community, as a window of communication between enterprises and consumers, plays an increasingly important role in brand marketing. The important tool of harmonious brand relationship is the strategic platform for enterprises and consumers to create value together, in which the quality of brand relationship plays a complete intermediary role in the relationship between the characteristics of virtual brand community and the willingness of consumers to create value together. On the one hand, the characteristics of virtual brand community under the intermediary role of brand relationship quality, on the one hand, through the intermediary role of consumer trust in virtual brand community positively affect its value to create participation willingness; On the one hand, through the double-level intermediary role of consumer satisfaction and trust to the community, it is positive to influence the consumer value to create participation willingness. Therefore, in order to encourage consumers to volunteer, actively participate in enterprise or brand value creation activities, The establishment and operation of virtual brand community of enterprises must be closely combined with the characteristics of enterprise brand strategy. Through the construction of online interactive community of brand enthusiasts with unique brand characteristics, special services should be provided to obtain consumer satisfaction and trust.
【作者單位】： 中國人民大學商學院;
【分類號】：F274

【參考文獻】

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本文編號：1569413