Research On The Development Strategies Of Brand Community

The rapid development of information technology has greatly changed people's way of life and work, especially in the present. With the popularity of mobile Internet, the traditional enterprise and the media environment have undergone profound changes.The exchanges between people broke through time and geographical constraints, the community in the mobile Internet era has been given a new meaning. In the mobile Internet era, the media and the virtual brand community are becoming the hot research topic in the academic circles of Internet economy. At the same time, since the “we-media” has also ushered in a period of rapid development.This paper analyze“Xiaomi Company Community”which is a comparatively successful community economy in China from the value dimension and the concept of brand community,aiming at figuring out adaptation strategies for businesses and media in Internet era. This article mainly uses the literature analysis method, questionnaire survey method and case analysis method. The article totally is divided into six parts. In the introduction part, mainly introduces the research background, research significance and research status.In the second part, the paper introduces the brand community, social economy, social media, 4P marketing mix theory,and reference existing literature,defining the two concepts of "brand community" and "we-media".Then, combined with the research results of Professor Jerry McCarthy, the marketing mix theory of 4P is described in detail,so as to lay the theoretical foundation and research framework.The third part mainly introduces the Xiaomi Company and Brand Community, first of all on the Xiaomi Company Community development are summarized, and on important social activities in accordance with the difference between online and offline expansion introduces the classification, finally summarizes the Xiaomi Company Community in the products and user experience, feelings marketing, interactive operation to obtain the successful experience.The fourth part is the core content of this article, through the 4P marketing theory framework, respectively from the product strategy, channel strategy, price strategy, promotion strategy four aspects of Xiaomi brand community marketing analysis, combined with questionnaire survey results on the “Xiaomi Company Community marketing strategy to validate the results of strategies with demonstration data.The fifth part, from the communication perspective, in four aspects of communication, communication method, communication content, consumers of Xiaomi brand community conduct strategy analysis, concludes the development general communication strategy of the brand community.The sixth part is the summary of the paper.The value of this paper lies in innovation from the perspective of marketing and communication on the current Chinese brand community hotter analyzed to provide new ideas for research in the field, and provide reference for fixture study.At the same time it also for we-media and other enterprises through the operation of the community to enhance the value of its brand community, to provide advice to we-media and other enterprises to carry out brand community activities, the we-media and enterprises by improving the community brand influence, so as to better construct their own brand community.