Research On The Construction Of Social Enterprise Brand From The Perspective Of Productive Audience

Social enterprises are companies that guided by social missions but operated in a business model.Social enterprises in the market competition environment must attach importance to brand building.However,some social enterprises ignore the participation of the audience in the process of brand building,produce closed brand content and ignore the construction of media channels,which have caused the brand dilemma of low awareness of the audience,unclear positioning of the brand,and the difficult to eliminate the negative impact.Therefore,based on the theory of productive audience,combined with the methods of experiential observation and text analysis,this paper explores the factors that influence audience participation in social enterprise brand building,and examines the role of positive audiences in brand building,analyse the problems and strategy for brand building for social enterprises were proposed.This study holds that three factors,environment,psychology and behavior,affect audience participation in brand building of social enterprises.From the environmental perspective,compared with traditional charitable organizations and commercial enterprises,social enterprises have higher social identification characteristics.Audiences' expectations and doubts about social enterprises push them to further explore.The development of digital media gives the audience more information power so that they can participate in the brand building of social enterprises conveniently.From a psychological perspective,the pursuit of personal value and the search for identity promote audiences to participate in the brand building of social enterprises.From the behavioral level,the audience can interact with the brand by actively looking for brand information,actively carrying out the text production and participating in the brand building of social enterprises.Productive audiences are involved in the whole process of brand building of social enterprises.In the brand shaping stage,the audience help to establish personalized brand image through self decode,and embellish the rich brand image through text creation.In the stage of brand communication,the consumption of audiences to the products of social enterprises is essentially the consumption and dissemination of brand culture.In the brand maintenance stage,the audience promotes the social enterprise to correct brand deviation and achieve brand upgrading by bottom-up force.Starting from the problems in brand building of social enterprises,this study believes that social enterprises should build brands from four aspects: paying attention to the audience participation,building brand difference positioning,improving the quality of brand content and riching communication channels.In terms of audience role,social enterprises should shift from single-brand subject thinking to dual-subject thinking in order to enhance the audience's social feelings and increase the audience's participation.In terms of positioning,social enterprises can use symbol recognition and stride positioning to create brand differences.In terms of brand content,social enterprises should attach importance to the closeness and openness of content and incorporate the brand cultural connotation.Finally,in terms of communication channels,social enterprises must pay attention to the creation of brand communities and open up space for audience participation by setting up consistent experience processes and expanding media channels.