摘要价值的创造在以往被公认为由生产者所付出的劳动而获得，但是在“价值共创”概念的出现让生产者不再是价值创造的唯一，而顾客参与价值的创造过程，也被认为是改变了顾客在消费过程中的被动地位，从而让顾客主动的参与到价值产生的过程中，不仅提升了顾客的消费体验，也为企业带来更大的利益。小米公司通过组建品牌社群，引导用户通过品牌社群参与价值共创，获得了极佳的品牌营销效果。本文选取了小米社群为研究调查对象，用数据阐释小米社群用户特点、行为及其粘性情况，明确顾客参与对于价值共创的影响。最后，总结了品牌社群视角下顾客参与对于价值共创的营销效果策略，从而为更多企业开展社群营销提供有益参照。关键字价值共创品牌社群顾客参与AbstractTheinitialvalueofthegoodsandservicesareconsideredtogethertocreateenterprisesandproducers,withtheadvanceof"valuecreation",theenterprisewillnotbecometheonlyproviderofcustomervalue,alsoisnotonlythepassiverecipientsofproductsandservices.Thecustomervalueasconsumersatthesametime,alsoinvolvedintheenterprisevaluecreationprocess,starttocreatevalue.Thecompanyguidestheuserthroughthebrandcommunitycreatevaluefromtheformationofbrandcommunity,obtainedexcellenteffectofbrandmarketing.Tothemilletcompanyasanexample,fromtheperspectiveofbrandcommunity,throughtheconstructionanalysisofmilletcompanybrandcommunity,explainmilletcommunityusercharacteristics,behaviorandviscosity,clearinfluenceoncustomerparticipationcreatevalue.Finally,summedupthebrandcommunityfromtheperspectiveofcustomerparticipationinthemarketingstrategytocreatevalueeffect,soastoprovideausefulreferenceformoreenterprisestocarryoutsocialmarketing.KeywordsvaluecreatingbrandcommunityCustomerparticipation目录摘要...............................................................IAbstract............................................................I目录...............................................................21引言..............................................................31.1研究背景和意义...............................................31.2研究目的与内容...............................................31.3研究方法与思路..............................................32相关概念综述及文献综述............................................42.1品牌社群概念综述............................................42.2价值共创文献综述............................................43品牌社群下顾客参与价值共创的影响机制..............................53.1顾客参与价值共创的理论依据...................................53.2顾客参与对于价值共创影响机制.................................53.3品牌社群与顾客参与的理论依据................................64品牌社群背景下顾客参与价值共创的研究:以小米为例...................64.1小米公司品牌社群用户特征及行为分析..........................64.1.1小米品牌社群用户特征分析...............................6(1)以年轻人为主..........................................7(2)以学生和职场“菜鸟”为主..............................7(3)意见领袖数量少........................................74.1.2小米品牌社群用户行为及粘性分析.........................7(1)20%用户签到且在线时长超过20分钟.....................8(2)每周互动的用户达65.3%...............................8(3)高粘性用户推动论坛互动和活跃度.......................84.2顾客参与用户价值共创的体现..................................94.2.1粉丝的质量提升，带动价值共创的开始....................94.2.2随着用户粘性的提高，粉丝对小米产品购买加强............94.2.3粉丝粘性越高，重复购买行为也越多....................
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