The Research On The Model Of Customer Value Based On Brand Community

Since the 1990s, the customer value has already become the common focus realm of the western marketing, is considered as the new source of competition advantage. But the research on customer value is much carried on from the aspect of relation between customer and enterprise at present, but from the aspect of relation between customer and customer is rare. The research on brand community has offered a new visual angle for customer relation management. What it studies is not merely a relation between traditional customer and enterprise, but also includes the relations among customer and enterprise, customer and products, customer and brand, customer and customer, etc.Brand community's management mode generates an important impact on steady development of enterprises, some domestic enterprises have been already trying to manage customer relation in terms of brand community, but their practice still stays on lower aspect. Obviously the study of customer value based on brand community has loud directive significance to them at this time. This dissertation attempts to analyze the formation and the operation mechanism of brand community, and tries to construct the customer value model based on brand community from the relations among customer and enterprises, customer and product, customer and brand, customer and customer. This dissertation also tries to analyze the significance of this model to the enterprise marketing practice, expecting it can bring some enlightenment to their marketing.This dissertation is divided into five parts except introduction. Part one is the reviewing of customer value model. It introduces some customer value model selected from five different angles. And then introduces the basic principle, main content and limitations of these models. The customer value theory analyzed in this part is the theoretical foundation for constructing the new model of customer value based on brand community.Part two, it is the retrospect of theory of brand community, and it begins...