Interactive Research On Xiaomi Virtual Brand Community

With the rapid pace of technological innovation,the era of marketing revolution4.0 has arrived quietly,and the way of communication has broadened the social channels of people and changed the traditional business model.The step-by-step development from single-line marketing to on-line and offline integration provides opportunities and opportunities for brand marketing strategy and strategy at the same time brings challenges.At the end of the last century,many brands took advantage of the convenience of the Internet to break down the time-space barriers with users and potential consumers and gradually transition from the traditional brand community to the virtual brand community.The virtual brand community sets up the brand image for the brand,establishes the effective interaction platform with the user,and cultivates the core.User groups,multi-directional implementation of brand marketing strategy and other aspects have outstanding advantages.And in the background of big data,attract users and maintain user stickiness,the value of virtual brand community is more self-evident.Therefore,the main purpose of this paper is to study the interaction between connected brand and user's virtual brand community.The author chooses Xiaomi brand,which is the best brand in Internet marketing strategy,and takes the official forum of Xiaomi community built by Xiaomi brand as a case to further discuss the interaction law between the owner and the user in the virtual brand community space.Through the empirical analysis of the public content in Xiaomi Community Forum,we can find the owner and user of the brand.Interaction between the current situation and characteristics.Based on the empirical analysis of Xiaomi community,the content surrounding the interaction between brand and user in Xiaomi virtual brand community is divided into product use class,feedback problem class,community activity class,topic participation class and news publicity class.Interactive features can be divided into brand-oriented,user-led and parallel.Based on the research and analysis of the official forum of Xiaomi Community,this paper tries to draw up some suggestions about how to build a virtual brand community by brand owners,and how to improve the effective marketing effect and the user's positive interactive goal: first,Establish brand digital marketing communication management department;Second,set the topic with the user as the core;Third,guide users to improve the stickiness of users;fourth,establish brand user database,accurate marketing.