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

Model and Mechanism of Customer Participation in Brand Value Co-creation under Network Environment:A Case Study of Xiaomi Phone

中文关键词:  互联网  顾客参与  品牌  价值共创  小米手机  质性研究  扎根理论

英文关键词:internet  customer participation  brand  value co-creating  xiaomi phone  qualitative research  grounded theory

中文摘要:

      随着网络信息技术的发展,顾客通过互联网平台参与产品开发与更新、主导网络口碑传播等方式,已成为品牌价值创造的重要主体,深刻改变着品牌管理模式。本文以小米手机为例,借助扎根理论研究方法,对相关质性资料进行内容分析,得到如下结论:小米手机品牌的快速成长得益于其建立了契合互联网“专注、极致、快、信任”的企业文化和团队理念,将产品定位为发烧友而生的年轻消费者群体,积极进行线上、线下交流互动,将顾客培育成为粉丝和发烧友,引导顾客积极参与产品开发、更新以及口碑传播,从而实现小米手机品牌的快速成长。在此基础上,通过理论检验和命题发展,总结出顾客参与网络品牌价值共创的文化机制、产品机制、互动机制、参与机制、口碑机制及其相应命题。

英文摘要:

      With the in-depth development of the network information technology, customers has became the main creator of brand value and changed the prospect of brand management profoundly through participation in product development and updates, managing in internet Word-of-Mouth. This study taking the Xiaomi technology as an example, used the grounded theory methodology to analyze the relative qualitative data. The results showed that the reason of the rapid growth of Xiaomi phone is that, they established Xiaomi culture which took the sense of concentration, perfection, velocity and dependence as the core concept, positioned the product to enthusiasts of young consumer groups, built up the relationship network of enterprise-customer and customer-customer interaction, made consumers to fans and enthusiast, led customers to take part in product development and updates and Word-of-Mouth communication actively. On the basis of this, we summed up the culture mechanism, the product mechanism, the interactive mechanism, the participation mechanism, Word-of-Mouth mechanism and its corresponding propositions of the customer participation brand-value co-creating through the theoretical test and development of the thesis.