Research On Internet Users’ Participation In Brand Value Co-creation From The Perspective Of Information Niche

With the rapid development and wide application of network technology,the network has been deeply embedded in human production and life.In this case,all kinds of enterprises are rushing to enter the cyberspace to carry out brand co-creation and marketing activities,so that the production,communication,sales and service activities of enterprise brand products continue to shift to cyberspace,and the network has become an important platform for enterprise brand innovation and development.As we all know,under the empowerment of network technology,network users are no longer simply information receivers,but also play multiple roles of information producers,communicators and consumers.Their various information activities in cyberspace create a huge amount of wealth for the network platform.From the perspective of brand value co-creation,the information production,dissemination and consumption of network users on the enterprise network platform is a typical brand value co-creation activity.This co-creation activity has strong interactivity and experience,and can enable network users to obtain a certain economic maintenance and numerous non-economic rewards,thus enabling more and more network users to participate.In order to obtain more benefits,all kinds of enterprises are trying to attract network users to participate in product research and development,design,production,communication and consumption,turning network users into an extremely important co creation group of brand value,and constantly expanding the brand value of products.It should be pointed out that the co-creation of brand value in cyberspace is a relatively complex system,which includes not only enterprises,various businesses,network users,network regulators and other subjects,but also information,products,brand value and other objects.Therefore,the co-creation system of brand value in cyberspace is a huge ecosystem.Because the ecosystem is in a dynamic balance,the niche of various elements in the brand value co-creation system is constantly changing.the most obvious of which is that network users change from passive consumers of products in traditional enterprises to active R & D,designer and experience users.Both enterprises and businesses operate brands around network users to obtain profits.This shows that network users are at the core of the brand value co-creation ecosystem.Due to the continuous expansion of space-time,resources and functional niche,network users not only create brand value types such as brand use value,brand emotional value and brand social value at the level of consumer perception,but also create brand product value,brand image value and employer brand value at the level of enterprise brand development value type.However,in brand value co creation,Internet users have a series of motivations,such as acquiring economic capital,social activities,entertainment,identity and knowledge.It is these motivations that drive them to participate in brand value co-creation activities in a carnival manner.In view of the importance of the niche of network users in the brand value co creation ecosystem,enterprises and various businesses are actively building various platforms for network users to participate in the brand value co creation,and operating the platforms into communities to increase the viscosity of network users and stimulate the brand value co creation potential of network users.At present,based on the niche of network users,companies have built four typical value co creation platforms,including network brand community platform,new enterprise community,R & D service platform and network precision marketing platform.It carries out various brand value co-creation activities such as clicking and browsing information on the network platform built by the enterprise,searching for enterprise products,providing data for co-creation of corporate brand value,generating content around corporate brand value,and evaluating brands.At present,there are mainly three paths for network users to participate in the co-creation of brand value,such as connection,interaction and reconstruction.There are a variety of mechanisms such as consumer matching mechanisms,incentive mechanisms,experience and interaction mechanisms,cooperation and game mechanisms,and self-reinforcement mechanisms.These paths and mechanisms have a huge impact on the value creation of network users.Xiaomi company is successful in attracting Internet users to participate in brand value co creation.Relying on a series of brand building strategies,Xiaomi company has created many brand communities with high network user loyalty and strong creativity,laying a solid foundation for Xiaomi’s brand value co creation.The most prominent feature of Xiaomi company’s brand marketing is to attract the participation of network users.It takes the concept of “born for the fever” as the brand community construction,fully stimulates the participation motivation of network users,builds the common consciousness of network users,improves the sense of responsibility of network users,and adopts an open space for users to participate in the co creation of brand value,positions products and fills the market with users.A series of strategies,such as giving full play to the creative potential of “leading users”,promoting open innovation by crowdsourcing production,implementing customized production,attaching importance to the interaction of brand community and user experience of products and fulfilling the promise to users,and extending the value chain of brand,have greatly stimulated the potential of network users to participate in brand value co creation.This has reaped huge economic and social benefits.It has become an indisputable fact that network users participate in the co creation of brand value,but it is a brand-new phenomenon for the majority of enterprises,so there are many problems in the operation,such as enterprises and businesses still have relatively strong control over the user’s co-creation of brand value,the imbalance of benefit and risk sharing in the co creation of value,the uneven brand value co-creation ability of user,the network of co-creating connections between brands and users is not yet optimized,and the thinking of product orientation still exists.Nowadays,social business is particularly popular.How to mobilize the enthusiasm of network users to participate in brand value co creation and provide them with scientific and effective value co creation channels is a problem that all enterprise platforms should consider.On the whole,various enterprise platforms can take measures to improve the system and mechanism of network user brand value co creation,build a brand value transmission system,fully release the innovation ability of users in brand value co creation,build a platform for brand value co creation,build a two-way brand value relationship,etc.