社群经济背景下健身品牌社交互动的典型特征与设计策略  

Typical Characteristics and Design Strategies of Social Interaction of Fitness Brands in the Context of Community Economy

作　　者：王佳[1] WANG Jia(College of Fine Arts,Capital Normal University,Beijing 100048,China)

机构地区：[1]首都师范大学美术学院,北京100048

出　　处：《河北大学学报（哲学社会科学版）》2023年第5期127-137,共11页Journal of Hebei University(Philosophy and Social Science)

基　　金：北京市教育科学“十四五”规划青年专项课题“面向首都城市更新的‘高校+社区’联合设计工作坊研究”(CDCA21124)。

摘　　要：在社群经济背景下,品牌社群的打造成为健身企业数字化发展的新型商业模式。通过对典型案例进行用户社交互动体验和社群功能结构两方面的分析,提出了健身品牌社交互动具有系统化互动模式和多向性互动路径两大主要特征,总结了互动场域建设、社交身份认同、游戏化激励机制、全媒介触点搭建和自组织内容共创五个设计策略。通过合理规划社群组织结构,不断产生社交互动驱动力,从而提升用户品牌忠诚度,最终实现品牌价值增长的目的。In the context of community economy,the creation of brand communities has become a new business model for the digital development of fitness enterprises.This article analyzes typical cases from two aspects:user social interaction experience and community functional structure.It proposes that fitness brand social interaction has two main characteristics:systematic interaction mode and multi-directional interaction path.It summarizes five design strategies:interaction field construction,social identity identification,gaming incentive mechanism,full media contact construction,and selforganized content co creation.By reasonably planning the organizational structure of the community and continuously generating social interaction driving forces,we aim to enhance user brand loyalty and ultimately achieve the goal of brand value growth.

关 键 词：社群经济 在线品牌社群 品牌社交互动 健身品牌 

分 类 号：F713[经济管理—产业经济]