Construction And Maintenance Of Virtual Brand Community In Mobile Internet Era

With With the arrival of the era of mobile Internet,Internet technology into the popular mainstream life and traditional channels of information dissemination change,to a mode of transmission has been now replaced by,point to point mode of,information activities from the line expansion to the line.With enterprises,goods,services and information transparency,consumers form communication network,is no longer in accordance with demographic characteristics are classified,but according to common interests together,forming one of the community.They share their own experiences in the space of their own consumption,evaluation of products or services,the exchange of common interest in a good love and even daily life rich and colorful recreational activities.As a new mode of communication,the consumer brand community has fully catering to the communication characteristics of the mobile Internet era.The concept of brand community,first proposed in 2001 immediately by the widespread concern in the academic circles and the business community,has now developed into financial communication,marketing,management science,sociology,the interdisciplinary research field.At present,the majority of domestic and foreign scholars on brand community research focus on the content,characteristics,model construction,value significance,social impact on consumer loyalty and other static theoretical analysis.How to build and maintain the brand community in the mobile Internet era,the lack of appropriate research,the current need for theoretical perspective.In recent years,Huawei’s "mate" and "ascend" "honor" series in China and even in the world mobile phone market has made remarkable achievements,largely due to Huawei virtual brand community--"pollen club" the construction and maintenance.As has more than 20 million registered users of virtual brand community,the pollen club for this study to provide rich practical material,its accumulation in the construction and members of the community to maintain the valuable experience,worthy of in-depth and systematic analysis and Research on the academic and business circles.This article in based on the results of previous studies,the integrated use of literature analysis method,case study method and case contrast analysis,from the current mobile Internet era background focus,the pollen club "as the object of study,in the community of fans economy,long tail effect analysis,on the construction of virtual brand community characteristics,factors and existing problems to do a systematic,comprehensive,in-depth discussion.