Brand Community Marketing Research From The Perspective Of Value Creation

The value of goods and services is believed to have been created by the enterprise and the producers, when scholars Prahalad and pull the Maas Swami proposed the "create value" concept, people began to realize that, enterprises are no longer only the value of the supply side, consumers no longer just product kimono Wu passive spectator and recipients, as they value consumption, and at the same time, but also to participate in the enterprise value activities of creation, began to create value.At the same time, with the change of economic development and society, experience economic era, consumers not only valued function demand, they pay more attention to products and services brought about by the experience and feelings and began positive initiative and other consumer and the exchange, and the enterprise marketing personnel contact, forming brand community, the development of the Internet to further promote the birth of virtual brand community and brand consumers are broke the geographical boundaries, or self forum or through social networks composed of one virtual brand community. At the same time, the line on the line, low-grade brand community integration is. Consumers through the brand community and enterprises and other consumer interaction, meet the experience requirements, on the other hand, enterprise through the brand community and customer intimate interaction, access to the customer demand information, promote enterprise brand communication, customer and business together to create the brand value value, visible brand community has become the effective platform and carrier of creating value. How to effectively use the brand community to carry out marketing activities, and customers to create value, not only is the enterprise need to face new challenges, but also a new topic of academic research.xiaomi company took the lead in establishing the multiple brand community, and the brand community and users together to create value, and achieved great effect of brand marketing. Therefore, to xiaomi company marketing as an example, summarize the brand community marketing experience, for more enterprises to carry out community marketing provide a useful reference. This article first has carried on the create value theory and brand community related literature review, defines the value creation and brand community related concepts, analysis consumers both companies received value, and constructed the value creation model and explains the create value formation mechanism. Secondly, combined with xiaomi marketing case, at the same time, the introduction of flexible value net theory, to xiaomi company brand community building, brand community marketing strategies, marketing value create activities carried out in-depth analysis, summary of xiaomi brand community marketing synergies and value create the pattern. Third through the above analysis, sum up the promotion effect of corporate brand marketing strategy of the community.