Research On The Relation Between Brand And Fans In The Social Media Environment

The relation between fans and brand contains the interaction,experience and advertisement between brand and fans,and it has always existed.How to promote the interaction between brand and fans lies in making fans become participants and contributors.With the current digital marketing surroundings,in particular,the hugest change brought by digital technologies to media or transmission space is social media.Driven by social media,this interactive experience brings more influential and booming value.Based on the value magnified by media transmission in digital marketing,this article is to do some research on the judgment of infinite growth in another possible value in the future.This article believes that fans are the new consumer group created by social tools,and the relation between fans and brand is a kind of successful integration of promise,tools and agreement,the construction method of which is excavating the comprehensive and deep level interaction between brand and fans.This article further explains that the reshaping of this relation based on social media platform is the relation of consumption,the relation of transmission and the relation of social network.The essence of this relation is the relational capital accumulated by emotional drives.The purpose of reshaping the relation between brand and fans is to promote the formation of the final value relation from the initial individual relations,which is the analyzing process of converting the user property to the media property on marketing platforms.The relation between brand and fans has the power and value to enhance the brand image,promote the sales and even construct a new brand for fans and more stable and meaningful social network with more social groups.At last,this article uses the concept of network to describe whether the relation is in the past,at present or in the future,it is a network relation including huge network and small network,and weak ties and strong ties.This article has raised several questions-how to drive the relation or find the drive;how to adopt a possible method to seek for the direction of network developing and the construction of this relation;how to perfect the network and ensure a stronger relation.And this article believes that only the more and more frequent interaction between fans and brand can realize the expected effects.