The Research On Value Co-creation In Brand Community From The Prespective Of Mediated Society

Media has infiltrate every aspect of society through social media growth and media industry convergence.With the embedding development of mediated society,brand community is becoming a new trend in marketing practice field yet traditional marketing approach are no longer suit current situation.To address dual subject's value co-creation motivation?pattern and profound influence in brand community,this article concentrate on analysis both corporation and consumer angle to straighten out the uniqueness of brand communityt's value co-creation behavior under the mediated society circumstances.First of all,the article utilize literature research method in order to clarify the basic conceptions of brand community through collecting?organizing?comparing relevant research at home and abroad.Then,the article apply “Uses and Gratification Theory” from communication studies?Brand Experience Theory from advertising studies to summarize the formation of brand community and the work system of co-creation in an interdisciplinary way.After that,the article generalize the impact of brand community co-creation behavior from consumer aspect and corporation aspect,use qualitative research method to rectify the distinctiveness of co-creation in brand community.From one hand,it improved the status of consumer and converted consumer's consumption idea.From another hand,it reconstructed corporation's core marketing strategy?brand communication method and product innovation type.Consequently,the article attempt to give advice to stimulate the positive co-creation behavior in brand community by means of consumer participation and corporation maintenance.In theoretical aspect,the article draw value co-creation behavior into brand community,which considered brand community as a crucial relationship marketing platform under the mediated society background,extend the research on brand relationship study therefore enriched the brand community research.In practical aspect,this research hope to give advice to consumer participate in value co-creation as well as guide corporation on brand community operation and management.