發(fā)布時(shí)間：2018-01-20 03:48

  本文關(guān)鍵詞： 虛擬品牌社區(qū) 價(jià)值共創(chuàng) 交際生態(tài)學(xué) 刺激-機(jī)體-反應(yīng)理論　出處：《北京交通大學(xué)》2017年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：計(jì)算機(jī)與網(wǎng)絡(luò)技術(shù)的蓬勃發(fā)展催生了大量以品牌為主題的虛擬社區(qū)(如錘子手機(jī)論壇、海爾社區(qū)等),商業(yè)實(shí)踐證明虛擬品牌社區(qū)已成為企業(yè)樹(shù)立品牌與有效營(yíng)銷(xiāo)傳播的利器。重視顧客擁有的知識(shí)體系、滿(mǎn)足他們希望參與的個(gè)性化需求,將顧客行為納入企業(yè)價(jià)值生產(chǎn),對(duì)企業(yè)可持續(xù)發(fā)展與強(qiáng)化品牌忠誠(chéng)、鞏固品牌資產(chǎn)有不可替代的作用。因此,探索顧客價(jià)值共創(chuàng)行為及其影響因素,把握消費(fèi)者的利益訴求,能夠?yàn)槠髽I(yè)營(yíng)造適宜的顧客參與情境,引導(dǎo)與管理顧客價(jià)值共創(chuàng)行為,進(jìn)而實(shí)現(xiàn)品牌的商業(yè)價(jià)值提供理論與實(shí)踐指導(dǎo)。本文梳理了虛擬品牌社區(qū)的含義與普遍適用的特征,界定了虛擬品牌社區(qū)內(nèi)顧客價(jià)值共創(chuàng)的行為及其表現(xiàn)類(lèi)型,探討了虛擬品牌社區(qū)的特征、顧客利益感知及合作創(chuàng)造價(jià)值行為間的關(guān)系,即品牌企業(yè)主辦社區(qū)的特征如何作用于顧客利益感知進(jìn)而對(duì)個(gè)體合作創(chuàng)造價(jià)值行為產(chǎn)生影響。提出了一個(gè)連貫的分析框架,可以幫助管理者和研究人員更好地理解價(jià)值共創(chuàng),并將其作為消費(fèi)者主導(dǎo)戰(zhàn)略,企業(yè)正確地引導(dǎo)顧客進(jìn)行價(jià)值共創(chuàng)提供一定參考。從學(xué)術(shù)上,本文以品牌社區(qū)的發(fā)展為背景,結(jié)合交際生態(tài)學(xué)理論與S-O-R理論,研究虛擬品牌社區(qū)環(huán)境下的顧客價(jià)值共創(chuàng)行為,得到主要概念虛擬品牌社區(qū)、顧客利益感知、價(jià)值共創(chuàng)的含義。為每個(gè)概念確定其維度,劃分了價(jià)值共創(chuàng)行為的不同表現(xiàn)形式,從主體、起因出發(fā)推演合作創(chuàng)造價(jià)值的流程,豐富虛擬品牌社區(qū)和顧客參與價(jià)值共創(chuàng)理論的研究?jī)?nèi)容。從實(shí)踐上,企業(yè)能借助虛擬品牌社區(qū)傳播企業(yè)文化與品牌形象,引導(dǎo)消費(fèi)者共同參與價(jià)值創(chuàng)造活動(dòng),達(dá)到銷(xiāo)售產(chǎn)品、宣傳品牌的營(yíng)銷(xiāo)目的。顧客在社區(qū)內(nèi)的價(jià)值共創(chuàng)能幫助企業(yè)更好的洞察客戶(hù)行為,獲取顧客知識(shí),滿(mǎn)足顧客渴望參與及個(gè)性化需求,實(shí)現(xiàn)精準(zhǔn)營(yíng)銷(xiāo)與定制營(yíng)銷(xiāo),將潛在消費(fèi)者轉(zhuǎn)換成實(shí)際購(gòu)買(mǎi)使用者,再轉(zhuǎn)換成忠實(shí)簇?fù)碚?為企業(yè)聚集有效的市場(chǎng)優(yōu)勢(shì)與競(jìng)爭(zhēng)資本。
[Abstract]:The rapid development of computer and network technology has given birth to a large number of brand-themed virtual communities (such as hammer mobile phone forum Haier community etc.). Commercial practice has proved that virtual brand community has become a sharp weapon for enterprises to establish brand and effective marketing communication, attach importance to the knowledge system owned by customers, and meet the personalized needs they want to participate in. Bringing customer behavior into enterprise value production plays an irreplaceable role in the sustainable development of enterprises, strengthening brand loyalty and consolidating brand equity. Therefore, explore customer value creation behavior and its influencing factors. Grasp the interests of consumers can create a suitable customer participation situation for enterprises to guide and manage customer value create behavior. And then to achieve the commercial value of the brand to provide theoretical and practical guidance. This paper combed the meaning of virtual brand community and the characteristics of universal application, defined the behavior of customer value creation and its performance types in virtual brand community. This paper discusses the characteristics of virtual brand community, the relationship between customer interest perception and cooperative value creation behavior. That is how the characteristics of the host community of the brand enterprise affect customer interest perception and then affect the individual cooperative value creation behavior. A coherent analysis framework is proposed. It can help managers and researchers better understand value creation and take it as a consumer-oriented strategy. Enterprises can correctly guide customers to create value together to provide a certain reference. Based on the development of brand community and the theory of communication ecology and S-O-R, this paper studies the behavior of creating customer value in virtual brand community and obtains the main concept of virtual brand community. Customer interest perception, meaning of value creation. Determine its dimensions for each concept, divided the different forms of value creation behavior, from the subject, the origin of the process of value creation. Enrich the research content of virtual brand community and customer participation value creation theory. In practice, enterprises can use virtual brand community to spread corporate culture and brand image, guide consumers to participate in value creation activities. To achieve the marketing purpose of selling products and publicizing the brand, the value of customers in the community can help enterprises to better understand customer behavior, acquire customer knowledge, and meet customers' desire for participation and personalized needs. To achieve precision marketing and customized marketing, potential consumers will be converted into actual buyers, and then converted into loyal followers to gather effective market advantages and competitive capital for enterprises.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F274

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本文編號(hào)：1446721