On The Fan Culture And Local Brand Communication Trend

As brand’s loyal consumers and defenders, fans are very significant for the development of corporate and brand. Especially with the promotion of the social media, fostering fan culture has become a new trend in brand communication. However, there are only a few academic researches on this area. Under this background the author is selects Xiaomi phone as the study subject, which has formed a mature fan culture. This paper studies the fan culture and the brand communication using theories on marketing, communication and fan culture.This paper is studied in the framework of qualitative research, with the main research method of literature study and case study, supplemented by content analysis, questionnaires and interviews. First, I has studied some typical brand representatives in the process of brand communication development and found that with the development of economy and society, fans culture has showed different characteristics. In the age of social media, compared with the traditional way, the way of brand communication has taken huge changes and fan culture has shown a new appearance.The paper is mainly focused on the brand communication and formation mechanism of fan culture under social media background. Based on the psychological and behavioral analysis, the author has extracted four key words from Xiaomi phone’s brand communication mechanisms:appealing, recruiting, depositing and belonging to. Through comparative analysis with Meizu phone, I summed up the successful experiences of Xiaomi phone. Finally, some suggestions for Xiaomi phone on the road of international market are given.The paper has did a preliminary study of the brand communication trends with Xiaomi phone as typical case, and to some extent filled the lack of academic research, and explored a new research perspective of brand communication trends. In addition, it could provide reference for other companies and brands.