A Study On The Promotion Of Brand Value Under The Background Of Community Economy

A series of earth-shaking changes caused by the rising of digital technology and network technology exactly and deeply affect people's communication methods and consumption patterns.Since the connections between person and person are completely set up,a deeper level of evolution will be brought to pass in the interaction and the relationship between brands and consumers as well as the supply patterns of products and services.Community economy is a new economic form born in the Internet era.People reunited under the background of ages and technology.The ever-present connections in the community burst out great energy.The community economy has arisen a wide range of concerns with its unique advantages such as staff organization,system structure,mode of operation and other aspects.This essay will focus on studying the train of thoughts,strategies and methods to improve the brand value under the community economy background.Community economy is the result of human re-aggregation and ‘retribalization'.In the continuous exploration of new communities,community economy gradually appears its unique advantages and strategic elements.In the context of community economy,the traditional business logic is subverted.Consumers pursue an extreme consumption experience.Marketers are starting to realize that the simple and traditional marketing mix is not sufficient enough to face the challenges of new era.New consumption and marketing concepts give birth to a new model of brand building and communication: brand-building is changed from product-driven to user-driven,and the brand communication is also changed from linear structure into network structure.For businessoperators,the community economic era is a challenge,but it obtained a new round of social dividend opportunities.Its vitality is the most important treasure of brands.Brand should be based on community and construct community platform to complete the commercial closed-loop.Reshape community trust to achieve the user's involved in the whole process,and develop community culture to promote members' sense of belonging.The intangible resource aggregation and the release of tremendous value brought by this process will become a strong brand value and effective path in the new ages.