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品牌社群是近年来营销理论研究的新内容,现有文献在诠释品牌社群构建的问题上尚存在不足。本文从汽车品牌社群的含义入手,简单介绍了国内外汽车品牌社群构建的总体情况,从顾客让渡价值、文化价值观的差异、消费者对履行群体行为的共同意愿、品牌社群文化、可识别的汽车品牌社群要素五个方面,分析了影响汽车品牌社群构建的因素,然后,在此基础上提出汽车品牌社群的构建策略,并以宝马汽车俱乐部为案例,通过介绍宝马百年品牌历史、宝马俱乐部,从营销学的角度解读了它的成功。
Brand community is a new content of marketing theory research in recent years. Existing literatures are not enough to explain the construction of brand community. This article starts with the meaning of the car brand community, briefly introduces the overall situation of the car brand community building at home and abroad, from the customer value of the transfer, differences in cultural values, the common will of consumers to perform group behavior, brand community culture, This paper analyzes the factors influencing the construction of automobile brand community from five aspects of recognizable brand elements of automobile brand. Then, on the basis of this, it puts forward the strategy of constructing car brand community. Taking BMW Automobile Club as an example, Brand history, BMW Club, from the marketing point of view its success.