| 摘要: |
| 目的 通过品牌区隔阶段中视觉形象的社群依附构建，可以更好地促进此阶段中品牌对该社群受众的吸引力，以及后续社群持续的稳固与扩展，从而强化品牌与社群受众之间的关联度，促进品牌区隔阶段中品牌与社群及周边受众同频共振的积极效应，为品牌价值独特性与排他性的构建提供坚实的基础。方法 以品牌生命周期中的第3阶段即品牌区隔阶段为基础，通过分析主要价值驱动力及品牌社群价值，提出视觉形象促进社群依附，强化品牌与社群及周边受众关系，并通过原型形象、信息互动及成本关系深化的方式，形成基于社群依附的品牌视觉形象共振效应的构建策略。结论 以原型形象强化品牌社群关联，以信息互动促进品牌社群交流，以成本关系深化品牌社群绑定。 |
| 关键词: 品牌区隔阶段 视觉形象 社群依附 共振 |
| DOI：10.19554/j.cnki.1001-3563.2022.06.026 |
| 分类号:TB472 |
| 基金项目: |
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| “Resonance Effect” of the Visual Imageʼs Community Attachment in Stage of Brand Segmentation |
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DI Yi-chuan1, NIE Zi-chao1, HUANG Wei2, LI Min1
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(1.Beijing University of Aeronautics and Astronautics, Beijing 100089, China;2.Tsinghua University, Beijing 100084, China)
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| Abstract: |
| This paper aims to, through establishment of the visual image of the community in the stage of brand segmentation, better promote attractiveness of brand value information to the community audience and continuous stability and expansion of the subsequent community, thereby strengthening the correlation between the brand and the community audience and promoting positive effect of the brand resonance with the community audience in the brand segmentation stage, and providing a solid foundation for the construction of brand value uniqueness and exclusivity. Based on the main value driving force of the segmentation stage in the brand life cycle, the connotation of the brand community in this stage was analyzed, and the building strategy of resonance effect of brand visual image based on community attachment was formed through prototype image, information interaction and cost relationship deepening. Build strategy. Prototype images are used to strengthen brand community association, information interaction is used to promote brand community communication, and cost relationship to deepen brand community binding. |
| Key words: brand segmentation stage visual image community attachment resonance |
