粉丝热忱促进品牌成长的形成与保障机制——基于美妆品牌“御泥坊”的案例研究
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摘要
粉丝热忱是互联网环境下产生的一种新的营销现象,许多新兴的互联网企业通过激发粉丝热忱,实现了品牌快速成长。究竟粉丝热忱是如何产生的?怎样才能建立持续的粉丝热忱?回答这些问题是建构粉丝热忱理论的关键。本文通过对美妆品牌"御泥坊"的案例分析得到如下结论:促进品牌成长的粉丝热忱由粉丝热忱形成机制和粉丝热忱保障机制来实现;粉丝热忱形成机制由文化符号价值和粉丝感性程度驱动,文化符号价值由粉丝品牌认知和粉丝品牌认同构成,粉丝感性程度由粉丝品牌刺激和粉丝共有特征构成;粉丝热忱保障机制由内部支撑机制和外部协调机制驱动,内部支撑机制由本质特性和辅助特性构成,外部协调机制由自我营销和协同营销构成。在此基础上,建构了粉丝热忱促进品牌成长的形成与保障机制模型。
Fans' enthusiasm is a new marketing phenomenon that has appeared under the internet background. Many emerging Internet companies have achieved rapid brand growth by stimulating fans' enthusiasm. How to generate fans' enthusiasm,and how to build continuous enthusiasm of fans? Answers to these questions are the key to building the theory of fans' enthusiasm. The following conclusions are obtained through a case analysis that takes the beauty makeup brand"UNIFON"as an example: The formation and protection mechanism of fans' enthusiasm are the two major mechanisms for realizing the continuous enthusiasm of fans and promoting the sustaining brand growth. The formation mechanism of fans' enthusiasm is driven by cultural value symbols and the sensation level of fans. The cultural value symbol consists of fans' awareness of the brand and fans' recognition of the brand. The sensation level of fans is composed of brand stimulations to fans and common characteristics of fans. The protection mechanism of fans' enthusiasm is driven by internal support mechanisms and external coordination mechanisms. The internal support mechanism consists of essential characteristics and auxiliary features. The external coordination mechanism is composed of self marketing and collaborative marketing. Based on these findings,this paper builds a model on the formation and protection mechanisms of fans' enthusiasm to promote brand growth.
Fans' enthusiasm is a new marketing phenomenon that has appeared under the internet background. Many emerging Internet companies have achieved rapid brand growth by stimulating fans' enthusiasm. How to generate fans' enthusiasm,and how to build continuous enthusiasm of fans? Answers to these questions are the key to building the theory of fans' enthusiasm. The following conclusions are obtained through a case analysis that takes the beauty makeup brand"UNIFON"as an example: The formation and protection mechanism of fans' enthusiasm are the two major mechanisms for realizing the continuous enthusiasm of fans and promoting the sustaining brand growth. The formation mechanism of fans' enthusiasm is driven by cultural value symbols and the sensation level of fans. The cultural value symbol consists of fans' awareness of the brand and fans' recognition of the brand. The sensation level of fans is composed of brand stimulations to fans and common characteristics of fans. The protection mechanism of fans' enthusiasm is driven by internal support mechanisms and external coordination mechanisms. The internal support mechanism consists of essential characteristics and auxiliary features. The external coordination mechanism is composed of self marketing and collaborative marketing. Based on these findings,this paper builds a model on the formation and protection mechanisms of fans' enthusiasm to promote brand growth.
引文
[1]中国互联网络信息中心.2018年第41次中国互联网络发展状况统计报告[EB/OL].http://www.cac.gov.cn/2018-01/31/c_1122347026.htm.
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[6]靳代平,王新新,姚鹏.品牌粉丝因何而狂热?---基于内部人视角的扎根研究[J].管理世界,2016,(9):102-119.
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[13]Chung E.,Farrelly F.,Beverland M.,Karpen I.Loyalty or Liability:Resolving the Consumer Fanaticism Paradox[J].Marketing Theory,2018,18(3):3-30.
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[16]刘梓莹.微博互动中消费情绪对购买意愿的影响研究[D].济南:济南大学硕士学位论文,2013.
[17]王兴元,刘泓辰.网红粉丝热忱形成机制及对消费意愿的影响[J].企业经济,2017,36(2):129-135.
[18]谷斌,李晴琳.基于“粉丝经济”的自媒体社群用户消费意愿研究[J].商业研究,2017,(3):8-13.
[19]张燚,李冰鑫,刘进平.网络环境下顾客参与品牌价值共创模式与机制研究---以小米手机为例[J].北京工商大学学报(社会科学版),2017,32(1):61-72.
[20]Knapp D.The Brand Mindset:Five Essential Strategies for Building Brand Advantage Throughout Your Company[M].Mc Graw-Hill,2000.
[21]于萍.移动互联环境下的服务场景、感官知觉及顾客反应---基于4家企业的案例分析[J].财经论丛,2018,(5):76-86.
[22]何冰洁.全媒体时代下传统媒体的自我营销策略[J].新闻传播,2017,(19):92-93.
[23]林炳坤,吕庆华,杨敏.多渠道零售商线上线下协同营销研究综述与展望[J].重庆邮电大学学报(社会科学版),2017,29(4):94-103.
[24]李飞,陈浩,曹鸿星,马宝龙.中国百货商店如何进行服务创新---基于北京当代商城的案例研究[J].管理世界,2010,(2):114-126.
[25]汪旭晖,冯文琪.虚拟品牌社群中社会人际互动和类社会互动对品牌关系质量的影响研究[J].财经论丛,2017,(5):78-88.
[26]张燚,李冰鑫,刘进平.消费者国货意识形成的自我调控机制及实证研究---基于“大我-小我-国货”平衡的视角[J].西南大学学报(社会科学版),2018,44(1):91-104.
(1)来源于中为咨询网hhtp://www.zwzyzx.com/show-280-237694-1.html。
(1)限于篇幅省略,备索。
[2]刘凡群.外来词“粉丝”及“粉丝”的两副面孔[J].河北北方学院学报,2009,25(1):15-18.
[3]胡岑岑.网络社区、狂热消费与免费劳动---近期粉丝文化研究的趋势[J].中国青年研究,2018,(6):5-12,77.
[4]刘伟,王新新.粉丝作为超常消费者的消费行为、社群文化与心理特征研究前沿探析[J].外国经济与管理,2011,33(7):41-48.
[5]李康化.粉丝消费与粉丝经济的建构[J].河南社会科学,2016,24(7):72-78.
[6]靳代平,王新新,姚鹏.品牌粉丝因何而狂热?---基于内部人视角的扎根研究[J].管理世界,2016,(9):102-119.
[7]刘明奚.品牌迷的形成机理及培育策略研究[D].长沙:湖南大学硕士学位论文,2013.
[8]Pimentel R.W.,Reynolds K.E.A Model for Consumer Devotion:Affective Commitment with Proactive Sustaining Behaviors[J].A-cademy of Marketing Science Review,2004,5(5):1-45.
[9]徐波,朱丽丽.消费与抵抗:科技浪潮下的苹果迷群体[J].南京邮电大学学报(社会科学版),2013,15(1):30-38.
[10]Pichler E.A.,Hemetsberger A.Driven by Devotion-How Consumers Interact with Their Objects of Devotion[J].Advances in Consumer Research,2008,35(1):439-443.
[11]Chung E.,Farrelly F.,Beverland M.Exploring Consumer Fanaticism:A Fresh Perspective on the Concept of Loyalty[C].Schools&Disciplines,2005.3-52.
[12]Chung M.E.,Beverland M.,Farrelly F.An Exploratory Model of Consumer Fanaticism:The Processes Leading to High-end loyalty[C].University of Western Sydney:Australia and New Zealand Marketing Academy Conference,2008.1-7.
[13]Chung E.,Farrelly F.,Beverland M.,Karpen I.Loyalty or Liability:Resolving the Consumer Fanaticism Paradox[J].Marketing Theory,2018,18(3):3-30.
[14]Rozanski H.D.,Baum A.G.,Wolfsen B.T.Brand Zealots:Realizing the Full Value of Emotional Brand Loyalty[J].Strategy and Business,1999,17(3):51-63.
[15]Pourazad N.,Pare V.Behavioural Consequence of Brand Passion:A Conceptual Model[J].Australian Academy of Business and Economics Review,2017,1(1):35-49.
[16]刘梓莹.微博互动中消费情绪对购买意愿的影响研究[D].济南:济南大学硕士学位论文,2013.
[17]王兴元,刘泓辰.网红粉丝热忱形成机制及对消费意愿的影响[J].企业经济,2017,36(2):129-135.
[18]谷斌,李晴琳.基于“粉丝经济”的自媒体社群用户消费意愿研究[J].商业研究,2017,(3):8-13.
[19]张燚,李冰鑫,刘进平.网络环境下顾客参与品牌价值共创模式与机制研究---以小米手机为例[J].北京工商大学学报(社会科学版),2017,32(1):61-72.
[20]Knapp D.The Brand Mindset:Five Essential Strategies for Building Brand Advantage Throughout Your Company[M].Mc Graw-Hill,2000.
[21]于萍.移动互联环境下的服务场景、感官知觉及顾客反应---基于4家企业的案例分析[J].财经论丛,2018,(5):76-86.
[22]何冰洁.全媒体时代下传统媒体的自我营销策略[J].新闻传播,2017,(19):92-93.
[23]林炳坤,吕庆华,杨敏.多渠道零售商线上线下协同营销研究综述与展望[J].重庆邮电大学学报(社会科学版),2017,29(4):94-103.
[24]李飞,陈浩,曹鸿星,马宝龙.中国百货商店如何进行服务创新---基于北京当代商城的案例研究[J].管理世界,2010,(2):114-126.
[25]汪旭晖,冯文琪.虚拟品牌社群中社会人际互动和类社会互动对品牌关系质量的影响研究[J].财经论丛,2017,(5):78-88.
[26]张燚,李冰鑫,刘进平.消费者国货意识形成的自我调控机制及实证研究---基于“大我-小我-国货”平衡的视角[J].西南大学学报(社会科学版),2018,44(1):91-104.
(1)来源于中为咨询网hhtp://www.zwzyzx.com/show-280-237694-1.html。
(1)限于篇幅省略,备索。