The Research On Network Community Marketing Of Regional Brands

Starting from the network community,the regional brand,which integrates cultural features,geographical attributes and history and culture,gets rid of the regional restrictions of traditional marketing.Based on its own brand strength and regional culture,and driven by the functional,emotional and social needs of consumers,it builds the network brand community in the long-term interactive ceremony and releases the brand attraction.From the perspective of community relationship marketing,the network community of regional brands connects individuals and groups with the common brand value orientation,and forms a central network-like structure in the interaction between individuality and commonality.On the basis of brand relationship,the network community of regional brands,with brand community culture as the promotion and brand word-of-mouth information as the main body,realizes brand communication and strengthens brand relationship structure.Through the spread of brand culture,its community marketing presents the trend of accurate brand positioning,subjective user status and diversified community services.Taking community relations,brand culture and regional characteristics as comprehensive considerations,regional brand network community has humanistic,economic and social marketing values.First of all,under the guidance of community culture,community members realize themselves through independent opinion expression and community activities,and form group consciousness and realize identity,culture and brand identity in the long-term interactive ceremony.Secondly,on the basis of community identity,regional brands can enhance the loyalty of community members to regional brands by building network relationships,optimizing community experience and cultivating community culture.Finally,the regional brand network community takes both enterprises and users as the main body,and with the help of multiple stakeholders inside and outside the community,through continuous online and offline community activities,completes the marketing value creation of the network community.The regional brand network community takes the brand community culture as the centripetal force,highlights its own characteristics,and constructs a marketing value system that transcends the traditional media marketing methods.However,due to the external marketing environment and the internal development status of the brand,the current network community marketing of regional brands has not yet formed a mature systematic and hierarchical marketing communication mode and path,and has fallen into many difficulties such as cultural depth,radiation range and maintenance mode,and failed to fully tap its marketing value.In view of the existing problems,regional brands need to constantly take their own regional characteristics and optimize their online community marketing model.In view of the existing problems,regional brands need to constantly take their own regional characteristics and optimize their online community marketing model.Generally speaking,regional brands need to open up online and offline,establish a community relationship structure connected across the whole line,and seize the different positioning of brands to subdivide the community marketing path based on regional characteristics.Both the new cultural and creative regional brands and the traditional arts and crafts regional brands need to fully consider their own characteristics,and develop the value of the network brand community from the aspects of material,culture,emotion and spirit,so as to retain and attract consumers as much as possible.In a word,regional brands need to carry out online community marketing,and also need to grow together with online community.