基于品牌社群的顾客资产影响因素研究  

The Influential Factors of Customer Equity Based on Brand Community

作　　者：周镭[1] 单锋[1] 张艳丽[1] 

机构地区：[1]西安工程大学管理学院,陕西西安710048

出　　处：《改革与战略》2016年第1期51-55,共5页Reformation & Strategy

基　　金：陕西省教育厅专项科研计划项目(项目编号:11JK0184)

摘　　要：文章以新西兰培芝集团百立乐乳品社群为实证研究对象,对基于品牌社群的顾客资产影响因素进行研究;运用SPSS17.0统计软件对调研数据进行信度检验、因子分析、典型相关分析。结果表明:社群信息价值、品牌文化、品牌体验、关系价值、口碑价值以及转移成本都正向影响于顾客资产。最后提出提升品牌社群下顾客资产的若干管理启示:可从社群信息价值、品牌文化、品牌体验关系价值、口碑价值以及转移成本入手,制定自己的品牌社群管理策略。This paper chooses the Natrapure brand community of Bio life New Zealand Ltd. as a study object to study influencing factors of customer equity based on brand community; Use SPSS17.0 software to performs reliability test, factor analysis, canonical correlation analysis based on the survey data. The results show that information value, brand experience, brand culture, relationship value, the word of mouth effects and cost transfer have impacts on customer assets. At last, it points out some management enlightenment of upgrading customer assets under the brand community： to establish own community brand based on information value, brand culture, brand experience word of mouth and transfer cost.

关 键 词：顾客资产 品牌社群 信息价值 

分 类 号：F270[经济管理—企业管理]