Value Co-Creation Perspective Research On Brand Community Marketing Strategy

With the development of The Times,consumers participate in the activities of creating brand value,and start the process of creating value together with the brand,forming the brand community.At the same time,the development of the Internet further promotes the generation and improvement of online brand communities.Online and offline brand communities are increasingly integrated,giving full play to the synergistic effect.Brand community has become an effective platform and carrier for value co-creation.How to effectively use brand community to carry out marketing activities,and create value with consumers,is worthy of brand and school to discuss the topic.Taking Keep,a fitness brand with the largest market value in China,as an example,this paper conducted research from the following four aspects by collating secondary materials and conducting in-depth interviews with 20 senior members of the Keep community and 10 internal community staff of the Keep brand:First of all,the development status of Keep brand community marketing is reviewed.Secondly,it makes an in-depth analysis of Keep’s brand community marketing strategy.It includes Keep’s value co-creation strategy,community positioning strategy,community construction strategy,online and offline linkage strategy,and community content strategy.In terms of value co-creation strategy,cooperate with users to promote innovation;In terms of community positioning strategy,popular operation,focus on the long tail needs.In the aspect of community construction strategy,the opinion leaders are mined to activate the atmosphere within the group.In terms of online and offline linkage strategy,professionalism and experience coexist to consolidate community barriers.In the aspect of community content,product-oriented,cooperate with users to output high quality content.Thirdly,it clarifies the synergy effect of Keep community marketing strategy from four perspectives: correlation,response,relationship and reward.In terms of relevance,it can provide a product portfolio that meets the needs and establish a good foundation of brand community.In terms of response,it relies on the community to build a response-driven service system and creates the enthusiasm of community members with the service of employees.In relation,the implementation of customer relationship management,improve community user satisfaction and loyalty,and build a diversified community marketing relationship platform.In terms of remuneration,improve customer transfer value,create material returns and strengthen the sense of social responsibility,create spiritual returns.Finally,reflect on the Keep community marketing strategy and put forward optimization suggestions.The shortcomings of Keep community strategy include single profit model,imperfect traffic incentive system,single marketing content,and imperfect customer service system of brand community marketing.To this end,it is necessary to clearly position the goal and build cooperative operation community strategically.Optimize the concept of co-creation and activate the vitality of the communication chain;Build brand community culture,cultivate brand community fans;Tactically,we should improve community operation and increase technical capital investment.Integrated incentives to engage community members;Improve the community setting,enhance the effect of community marketing;Enrich the profit model,improve the experience of community members;Take advantage of the platform to improve the after-sales service system.