The Construction Of Brand Community Marketing Based On The Management Theory Of S

As an important method to maintain and improve the loyalty of consumers,brand management has always been a significant source of enterprise competitiveness.Even through an increasing number of enterprises realized the importance of brand management;they still confined their methods in traditional brand management ways in practice.Using traditional method means companies choose to use advertisements to create and maintain their brands.Undoubtedly,advertisements did have some effects in brand building,but with the maturity of consumers,people lost their trust in advertisements gradually.Besides,consumers who were regarded as the passive ones began to show their wishes to participate in the process of product generation.They showed the desire to peruse personalization.Then,what are the ways to turn consumers from passive to initiative and keep their loyalty?Brand community originated in this background.With this background,this study tried to use Xiao Mi Community as an example to discuss how to construct a successful brand community.After the review of theory of brand community and S management,this study redefined the concept of brand community.And under the comprehension of members from brand community,it brought out three characters of brand community:platform,belongingness and responsibility.Furthermore,it put forward a concept model by analyzing the reasons why consumers should attend brand community and how brand community influence customer loyalty.Based on the management theory of S and the concept model,this study put forward the mode of construction of a brand community.It used Xiao Mi community as an example presented the building of platform,management of contact point and integration in detail.The writer hoped this study could offer some guidance in the construction of brand community and assisting enterprises to gain lasting brand loyalty through brand community in a high competition environment.