Operation Of Virtual Community Brand Fan Community Relations

Under the new media technology environment,network Macross,media platform,interactive user participation and decentralization of other features to create the possibility for fans gather to build public recognition field in virtual communities,apples and millet fanatical fans also confirms the fan community in the practical application of efficient.Fans of the brand is a brand that exhibits extreme loyalty and enthusiasm of individuals or groups,and they make good use of the new media,willing to participate actively involved in brand community interaction.Fans in the audience supporting role in the information chain division has been changed to achieve the producers,disseminators and consumers integrate multiple identities,and thus lead brand communication activity has undergone tremendous changes.Extend the right of communication,the relationship between the fans and the media is no longer a simple pass that relationship.Fans of the original brand to interpersonal mainly based on a strong interaction willingness to become more deeply involved in all aspects of information dissemination,the network has become a virtual community of fans gather to communicate the main positions.In this paper,the interaction between virtual community fan community in the study was to investigate the propagation of brand communication within the community,"the brand and the consumer,the consumer and the consumer" between.Demonstrate the use of interviews and observations,but also introduced the "uses and gratifications" theory,"two communication" theory and "brand Relationship Management Theory" fan community behavior were analyzed.Taking a sample of mobile phone brand community on fans operating status of the community were analyzed to explore the multi-dimensional community development.From the perspective of brand fans to participate on an individual logical units outline the process of constructing a community of fans,combined with the spread of the theory of community information dissemination and ring type chain structure binding resolution.In addition,the dialectical analysis of the challenges fans community encountered in the course of business,to explore the relationship between the horizontal and vertical structure of the community between the business communities of the extreme behavior occurred during the conflict and to reflect on the irrational,excessive and noted that pluralistic and inclusive contradiction between liberalization,commercialization and conflict over the fans emotional commitment between the community and the size of polymeric powder Siya group cohesion problem is the community development process should be avoided.Finally,the theoretical study and practical exploration combined operational phase of the Community at different stages of the relationship between the proposed guidance,training,maintenance strategy,providing practical guidance for the brand fans community management.