从社区认同到品牌认同：如何基于在线社区提升品牌的消费者心智份额？

doi:10.16381/j.cnki.issn1003-207x.2019.1992

摘要/Abstract

摘要： 随着在线社区的兴起，如何在社区中开展网络营销活动，不断提升消费者的品牌认同感，通过品牌的有效定位以占领更多的消费者心智份额日益受到越来越多品牌的关注和重视。本文将基于RAS信息接收-接纳(Receipt-Accept-Sample)模型，针对不同类型的消费者群体从社区平均心智份额与社区消费者心智份额两个角度探讨基于在线社区的消费者品牌认同提升效果，并根据品牌发布广告的信息复杂度与信息强度来揭示广告信息特征对消费者品牌认同提升效果的影响，进而提出在线社区消费者品牌认同提升的品牌定位实施策略建议。研究发现：(1)在线社区消费者的平均心智份额呈现曲折上升态势，品牌有必要适时调整支撑品牌定位的营销组合策略；(2)消费者的心智资源不会被某一品牌所独占，品牌无法获取所有消费者的认同；(3)品牌定位应是简单明了且易于理解；(4)在提升消费者的品牌认同时，应基于消费者个性展开提升而非消费者的能力与意识；(5)在线社区消费者品牌认同提升过程中始终存在被竞争品牌攻击与反超的风险，品牌可能会流失已经夺取的心智资源；(6)即使品牌重启新的品牌定位战略，也无法全部挽回因竞争品牌反击而遭受的损失。本文在验证以往品牌认同与品牌定位理论相关结论同时，也获得了现有理论中未曾揭示的研究发现，为品牌开展有效品牌定位，扩大消费者心智份额，提升在线社区消费者品牌认同提供了借鉴。

关键词: 在线社区；品牌认同；心智份额；演化

Abstract: With the advent of the Web3.0 era, many brands communicate brand information to target consumers through online communities. At the same time, consumers are increasingly relying on online communities for information about brands and products. Therefore, online community has become an important means for brands to maintain consumers’ brand attachment and loyalty and carry out brand marketing. Through the platform of online community, a brand can constantly push advertisements to community members to occupy the minds of consumers, establish a brand image in the minds of consumers that is in line with their personality, and successfully acquire the mental resources of consumers and enhance their brand identity.

Key words: online brand community；brand positioning；mind share；evolution

中图分类号:

F723
F713

钱明辉, 郭佳璐. 从社区认同到品牌认同：如何基于在线社区提升品牌的消费者心智份额？[J]. 中国管理科学, 2022, 30(5): 263-274.

QIAN Ming-hui, GUO Jia-lu. From Community Identity to Brand Identity: How to Improve Brand Users’ Mind Share Based on Online Community?[J]. Chinese Journal of Management Science, 2022, 30(5): 263-274.

参考文献

［1］胡锋,赵红,王焱, 等.品牌重叠测度理论模型及实证研究［J］.中国管理学,2012,20(3):167-174.Hu Feng, Zhao Hong, Wang Yan, et al.Empirical study on the theoretical model of brand overlap measurement［J］. Chinese Journal of Management Science,2012,20(3):167-174.
［2］卢泰宏, 吴水龙, 朱辉煌, 等. 品牌理论里程碑探析［J］. 外国经济与管理, 2009(1): 32-42.Lu Taihong, Wu Shuilong, Zhu Huihuang, et al.An analysis of the milestone of brand theory［J］.Foreign Economics & Management,2009(1):32-42.
［3］ Bergami M, Bagozzi R P.Self-categorization: Affective commitment and group self-esteem as distinct aspects of social identity in the organization［J］. British Journal of Social Psychology, 2000, 39(4): 555-577.
［4］ Bagozzi R P, Dholakia U M. Antecedents and purchase consequences of customer participation in small group brand communities［J］. International Journal of Research in Marketing, 2006, 23(1): 45-61.
［5］ Ashforth B E, Mael F. Social identity theory and the organization［J］. Academy of Management Review, 1989, 14(1): 20-39.
［6］ Ahearne M, Bhattacharya C B, Gruen T. Antecedents and consequences of customer-company identification: Expanding the role of relationship marketing［J］. Journal of Applied Psychology, 2005, 90(3): 574-585.
［7］ Ashforth B E, Harrison S H, Corley K G. Identification in organizations: An examination of four fundamind questions［J］. Journal of Management, 2008, 34(3): 325-374.
［8］黄敏学, 潘海利, 廖俊云. 社会化媒体时代的品牌沟通——品牌社区认同研究综述［J］. 经济管理, 2017, 39(2): 195-208.Huang Minxue, Pan Haili, Liao Junyun.Brand communication in the social media era: A review on brand community identification［J］.Business and management journa,2017,39(02):195-208.
［9］王方华, 陈洁. 品牌基础问题研究评述［J］. 管理学报, 2006(5): 622-628.Wang Fanghua, Chen Jie.Review offundamental issues of brand［J］. Chinese Journal of Management,2006(5):622-628.
［10］李先国, 陈宁颉, 张新圣. 虚拟品牌社区感知价值对新产品购买意愿的影响机制——基于群体认同和品牌认同的双中介视角［J］. 中国流通经济, 2017, 31(2): 93-100.Li Xianguo, Chen Ningjie, Zhang Xinsheng.The influence mechanism of virtual brand community’s perceived value on purchase intention of new product: Based on the double mediation of group identity and brand identity［J］. China Business and Market,2017,31(2):93-100.
［11］ Schouten J W, Mcalexander J H, Koeing F. Transcendent customer experience and brand community［J］. Journal of the Academy of Marketing Science, 2007, 35(3): 361-372.
［12］ Bagozzi R P. The role of socia and self-conscious emotions in the regulation of business-to-business relationships in salesperson-customer interaction［J］. The Journal of Business & Industrial Marketing, 2006, 21(7): 450-464.
［13］孔多塞著. 何兆武, 何冰译. 人类精神进步史表纲要［M］. 北京: 北京大学出版社, 2013.Condorcet. Outline of the history of human spiritual progress［M］. He Zhaowu, He Bing. Beijing: SDX Joint Publishing Company, 1998.
［14］李其维. “认知革命”与“第二代认知科学”刍议［J］. 心理学报, 2008(12): 1306-1327.Li Qiwei.Cognitive revolution and second-generation cognitive science［J］. Acta Psychologica Sinica,2008(12):1306-1327.
［15］ George B. Personality theories［M］. Shippensburg: Psychology Department, Shippensburg University, 2006.
［16］艾. 里斯, 杰克. 特劳特著. 谢伟山, 苑爱冬译. 定位［M］. 北京: 机械工业出版社,2010.Al Ries, Jack Trout. Positioning［M］. Xie Weishan, Yuan Aidong. Beijing: China Machine Press, 2010.
［17］卢泰宏,黄胜兵,罗纪宁.论品牌资产的定义［J］.中山大学学报(社会科学版),2000(4):17-22.Lu Taihong, Huang Shengbing, Luo Jining.On the definition of brand equity［J］. Journal of Sun Yat-sen University(Social Science Edition),2000(4):17-22.
［18］冯晓青. 企业品牌定位策略研究［J］. 当代经济管理, 2010(5): 23-26.Feng Xiaoqing.Research on tactics for brand positioning of enterprises［J］. Contemporary Economic Management,2010(5):23-26.
［19］严三九, 季宸东. 赞助与非赞助的殊途同归一基于消费者心智资源的品牌奥运营销策略［J］. 中国广告, 2007(9): 49-51.Yan Sanjiu, Ji Chendong. The routes of sponsorship and non-sponsorship are the same: Brand olympic marketing strategy based on the mental resources of consumers［J］. China Advertising,2007(9):49-51.
［20］岳建秋, 谌飞龙, 吴群. 基于消费者心智资源开发的品牌优势塑造［J］. 中国工业经济, 2007(3): 88-95.Yue Jianqiu. Zhan Feikong, Wu Qun. Brand strength mold based on the consumers’ mental resources development［J］. China Industrial Economics,2007(3):88-95.
［21］李超. 消费“心时代”,如何抢占消费者心智资源［J］. 市场研究, 2008(4): 56-57.Li Chao.In the consumption “heart age”, how to seize consumers’ mental resources［J］. Marketing Research,2008(4):56-57.
［22］ Schouten J W, Mcalexander J H, Koeing F. Transcendent customer experience and brand community［J］. Journal of the Academy of Marketing Science, 2007, 35(3): 361-372.
［23］ Sussman S W, Siegal W S. Informational influence in organizations: An integrated approach to knowledge adoption［J］. Information Systems Research, 2003, 14(1): 47-65.
［24］ Szulanski G. Exploring internal stickiness: Impediments to the transfer of best practice within the firm［J］. Strategic Management Journal, 1996, 17(Winter Special Issue)： 27-43.
［25］刘宇,梁循,杨小平.基于Petri网的微博网络信息传播模型［J］.中国管理科学,2018,26(12):158-167.Liu Yu, Liang Xun, Yang Xiaoping. Information propagation model of microblog network based on petri net［J］. Chinese Journal of Management Science,2018,26(12):158-167.
［26］ Szulanski G, Cappetta R, Jensen R J. When and how trustworthiness matters： Knowledge transfer and the moderating effect of causal ambiguity［J］. Organization Science, 2004, 15(5): 600-613.
［27］倪培昆,朱建明,王国庆. 在线社交网络虚假信息交互量最小化的边阻断策略研究［J］. 中国管理科学,2021,29(9):188-200.Ni Peikun, Zhu Jianming, Wang Guoqing.Disinformation diffusion activity minimization by edge blocking in online social networks［J］. Chinese Journal of Management Science,2021,29(9):188-200.
［28］ Simonin B L. Transfer of marketing know-how in international strategic alliances: An empirical investigation of the role and antecedents of knowledge ambiguity［J］. Journal of International Business Studies, 1999, 30(3)： 463-490.
［29］ Cummings J L, Teng B S. Transferring R&D knowledge: The key factors affecting knowledge transfer success［J］. Journal of Engineering and Technology Management, 2003, 20(1): 39-68.
［30］ Cohen W M, Levinthal D A. Absorptive capacity: A new perspective on learning and innovation［J］. Administrative Science Quarterly, 1990, 35(1): 128-152.
［31］刘行军, 甘春梅, 王伟军. 基于U&G理论的微博信息传播影响因素实证分析［J］. 情报科学, 2016, 34(3): 139-144.Liu Xingjun, Gan Chunmei, Wang Weijun.Empirical study on influencing factors in microblog information dissemination based on uses and gratifications theory［J］. Information Science,2016, 34(3):139-144.
［32］ Davis F D. Perceived usefulness, perceived ease of use, and user acceptance of information technology［J］. MIS Quarterly, 1989, 13(3): 319-340.
［33］ Venkatesh V, Davis F D. A theoretical extension of the technology acceptance model: Four longitudinal fields studies［J］. Management Science, 2000, 46(2): 186-204.
［34］宋之杰, 巫翠玉, 石蕊. 政务微信公众号用户采纳研究［J］. 电子政务, 2015(3): 18-25.Song Zhijie,Wu Cuiyu, Shi Rui.Research on the adoption of government wechat public account users［J］. E-Government,2015, (3):18-25.
［35］ Venkatesh V, Morris M G, Davis G B, et al. User acceptance of information technology: Toward a unified view［J］. MIS Quarterly, 2003, 27(3): 425-478.
［36］涂瑞德, 操慧子, 明均仁. 虚拟学术社区用户采纳意愿的影响因素［J］. 图书馆论坛, 2020, 40(2): 10-16.Tu Ruide,Cao Huizi, Ming Junren. Influencing factors of virtual academic community users’ adoption intention：An empirical research［J］. Library Tribune,2020, 40(2):10-16.
［37］ Petty R, Cacioppo J T. Communication and persuasion: Central and peripheral routes to attitude change［M］. Des Moines: Springer Science & Business Media, 2012.
［38］王云弟, 王文韬, 谢阳群, 等. 双路径视角下大学生个人信息保持行为研究［J］. 情报理论与实践,2020,43(8):90-95.Wang Yundi, Wang Wentao, Xie Yangqun, et al.A Study on the keeping activities of college students from the perspective of the dual-route［J］. Information Studies:Theory & Application,2020,43(8):90-95.
［39］ Zaller J R. The nature and origins of mass opinion［M］. Cambridge University Press, 2005.
［40］ Lei D, Yun L, Qing Z. How information influences an individual opinion evolution［J］. Physica A, 2012, 391, 6409-6417.
［41］ Sussman S W, Siegal W S. Informational influence in organizations: An integrated approach to knowledge adoption［J］. Information Systems Research, 2003, 14(1): 47-65.
［42］ Kulakowski K, Physica A. Opinion polarization in the receipt-accept-sample model［J］. Statistical Mechanics and its Applications. 2009, 10(37): 469-476.
［43］李根强, 罗艳艳, 臧学莲. 基于有界信任模型的网络社群舆情观点演化研究［J］. 情报科学, 2017, 35(6): 63-68+144.Li Genqiang,Luo Yanyan, Zang Xuelian.Research on the evolution of public opinion in network community based on bounded trust model［J］. Information Science,2017, 35(6): 63-68+144.