Research On The Action Mechanism Of Brand Community On Enterprise's Brand Equity

Along with economic globalization and the development of the information technology such as the internet, as well as consumers from all corners of the world across geographical, cultural and language barriers, a variety of social communities linked by brand turn up. The interaction between consumers has achieved unprecedented strengthening and the leading role of consumers in brand creation is increasingly prominent. In a manner of speaking, the global business is to enter the interactive era of consumer relationship with the brand as a link.Under this background, it's difficult for the value experience and customer satisfaction based on the delivery process of product and service to ensure consumers to maintain a lasting loyalty to the brand. The maintenance of brand loyalty is set up on the basis of multiple interaction relationship between consumers and the various elements of the brand ecosystem. Brand community is the ideal vehicle for this multiple interaction relationship, which leads to the result that brand community has received increasing attention in the business and academic circles.Theoretical discussions on brand community are mainly focused on the concept and characteristics, the driving factors and the formation mechanism, action mecha-nism and create strategies, while "the action mechanism of brand community on enterprise's brand equity" has not received sufficient attention. For enterprises, they intend to pay much more attention to "the brand equity promotion value of brand community" than "the contribution and value of brand community to the pure brand loyalty". Enterprises tend to enhance the consumer's perception of quality, brand recognition and brand loyalty, thereby expanding the brand awareness and play the amplification effect of brand equity through brand community.In the study, the author firstly discussed the concept, characteristics, relationships structure, value and development drivers of brand community then raised the internal relation structure of brand community centering on the core consumer; then a brand ecosystem under the guidance of brand community in the interactive era of consumer relationship through the explore on the limits of traditional brand ecology and brand community. Subsequently, brand equity was redefined combined with the new brand ecosystem. The focal part of the thesis lies in exploring the action mechanism of brand community on brand equity. The author developed the integral action model of brand community on brand equity, and then discussed the action mechanism of brand community on form-layer and core-layer brand equity separately.On this basis, Vanke Club of Vanke Co., Ltd. was taken as empirical object, and with the use of two independent samples T-tests, the significance of brand community on dominant d brand equity was verified. The theoretical innovation points of this study lie in the following two aspects:(1) The brand ecosystem was reconstructed based on the innovative probe into the concept, characteristics, and relationship structure and development drivers of brand community. The core role that brand community is expected to play in the brand ecosystem was mainly analyzed, and on this basis,"brand ecosystem with brand community as the core" was established.(2) Based on brand ecosystem with brand community as the core, the new concept of brand equity and its composition model were creatively put forward, and the action mechanism of brand community on brand equity achieved theoretical discussion and empirical test.