Rcsearch On Promoting The Value Of Brand Community—Based On The Perception Of Brand Community And Consumer In Volvement

Brand community is the core brand consumer as the center set up the geography of social relation network. Brand community is an important platform for consumers as a group existence, is the effective communication between consumers and businesses and consumers of the social network. The existence of the brand community changed the old communication between consumers and brand enterprise form, can make consumers can more sound which affects the brand value, also can make brands more in-depth understanding of consumer demand to improve the quality of products. Brand community has become a common concerned focus of theoretical and practical circles.The core of this research is to study brand consumer awareness and involvement in community’s impact on brand value promotion. To explain the core problem, first of all, from the perspective of brand community, through the theoretical analysis and actual interview investigation and research, to the enterprise to establish and consumers to build two kinds of brand community in the system analysis, and introduces a new concept called brand enterprise community involvement. Based on brand community, social identity theory and analysis form the theory frame of brand value and consumer perception and interpretation of the brand community involved in the influence mechanism of brand value, and adopting the method of social investigation of theoretical framework for empirical research.This research main conclusion includes:first, the brand enterprise of the brand community involvement is to point to in the process of the operation of the brand community, brand enterprise’s participation, support and management in the brand community. Brand community involvement is put forward of the concept of brand community can be divided into dominant brand community dominated by enterprises and consumers brand community. Second, this study has carried on the brand community awareness of brand community involved in the correlation analysis of consumers. On the basis of literature analysis, community awareness can be divided into community identity, community satisfaction and community effect three dimensions. Consumer is involved in the participation degree of the consumers in the brand community, through the consumer to participate in the brand community activity degree of interaction with brands and measured the degree of interaction with other community members. Research shows that the brand community has positive effect on consumer involvement in perception. Third, from the brand consumer involvement in community on theoretical analysis of the brand value, brand community in the interaction between consumers and consumers to interact with brand enterprise of loyalty to word of mouth, brand image, community and community activities. Finally through the empirical hypothesis testing. At the same time to verify the companies involved in the community awareness and consumers involved in the regulation of effect. Fourth, on the basis of the above conclusion, the author from the brand consumers, brands and brand community operators three Angle gives Suggestions and countermeasures.The innovation of this study mainly includes three points:first, identify the from the brand awareness to the consumers involved in the key to adjust between the variable -- the involvement of the enterprise. This study distinguishes between unequal between brand community founder and leader, and then reveals the degree of involvement in the brand awareness to the consumers involved in the regulation between, to clarify from brand involved in the role of the relationship between perceived consumer, make up for the lack of existing research. Second, reveals the brand community awareness and consumer involvement in value the role of the path of brand community. Of this study is focused on the brand community, reveals the brand community awareness and consumer involvement in effect on the value of path, thus the completion of the network brand value forming process key link, deepen the knowledge network brand value formation of the related research. Third, reveals the enterprise leading brand community and consumers leading brand community formation mechanism. This study first distinguish between the dominant community and consumers leading brand community, based on the analysis of brand community form reason and stage of development, on the basis of revealing the brand dominate the formation path of the dominant community, community and consumers to promote the brand community classification method and the understanding of different brand community subclasses formation mechanism.The characteristics of this study mainly includes two aspects:first, the research on the structure of samples with a special focus on the respondents overall structure. Existing research more consideration in the sample selection for ease and low cost, lead to the uniformity of sampling, randomness, and systemic slightly insufficient. This study based on the CNNIC in recent years, all previous China Internet network development state statistic report of analysis, and several large electricity trading group of related reports, on the basis of gender, age, education, occupation, income and other indicators to choose type sampling, sampling method to ensure that achieve the consistency of the sample and the investigation on the overall structure and guarantee the reliability of the conclusion. Second, this study USES interaction between consumers and consumers to interact with enterprises involved in characterization of consumers. Existing research mainly has two significant deficiencies, it is focus on the number of consumers to participate in community activities, ignoring the interaction between consumers,2 it is biased towards consider one-way transmission of information, ignored the information interaction. In consideration when consumer is involved in this study, considering the interaction between consumers and consumers to interact with enterprises, considering the direction of interactive subject and a more comprehensive and better able to investigate consumer involvement.The theoretical significance of this study lies in:first, to deepen the knowledge related research. Mainly reflected in three aspects:(1) network brand community value forming process. (2) brand community founder and unequal sex of brand community leader. (3) reveals the degree of involvement in the consumers involved in the key regulatory role. Second, to provide beneficial enlightenment for follow-up studies. There are two main aspects:(1) to deepen the subject status of brand community and the understanding of the functional brand community system, and active use of for the enterprise brand community to provide a basis for network marketing research. The practical significance of this study lies in:on the one hand, how to improve their value to provide policy support for the brand community. On the other hand, for the enterprise how to design and participate in community activities actively, winning brand community dominance, provide policy support to improve their brand value.