产品宣传、社区控制与品牌社区营销——基于自我决定理论视角  

Product Publicity,Community Control and Brand Community Marketing:Based on Self-determination Theory

作　　者：冯小亮 徐永乐 何凯 Feng Xiaoliang;Xu Yongle;He Kai

机构地区：[1]广东财经大学工商管理学院,广州510320 [2]安徽宿暨南大学管理学院,广州510632

出　　处：《复印报刊资料（市场营销）》2023年第5期52-64,共13页

基　　金：国家自然科学基金项目(72272061);教育部人文社会科学基金项目(22YJC630077)。

摘　　要：品牌社区营销成为社会化媒体时代企业市场开拓的重要手段,然而有关其产品宣传和社区控制策略的合理性存在争议。部分学者认为品牌社区应由用户主导,而不应成为企业兜售产品和掌控用户的工具,但这与企业的实际做法相背离。为此,基于自我决定理论,采用问卷数据和行为数据,探究产品宣传和社区控制策略对用户参与行为的影响。研究发现:虽然社区控制策略对用户参与行为的影响为负,但产品宣传策略并无负面作用;并且用户社区认同对两种策略具有调节作用,产品宣传和社区控制策略对高认同用户具有积极作用。这一结论拓展了品牌社区营销的合理性边界,为品牌社区营销实践提供了新的理论参考。Brand community marketing has become an important means of enterprise market development in the era of social media.However,the rationality of the product publicity and community control strategies for brand community marketing is controversial.Some scholars argue that brand community should be dominated by users and should not become a tool for enterprises to sell products and control users,but this is contrary to the actual practice of enterprises.To interpret this controversy,this paper explores the influence of product publicity and community control strategies on user participation behavior based on self-determination theory.Through the combination of questionnaire data and behavioral data,it is found that although the community control strategy had a negative im-pact on user participation behavior,the negative effect of product publicity strategy was not found;in addition,user community identity had a moderating effect on community control strategy,and product publicity and community con-trol strategies had a positive effect on users with high identity.The conclusions of this paper expand the rationality boundary of brand community marketing and provide theoretical recommendations for the practice of brand community marketing.

关 键 词：品牌社区 产品宣传 社区控制 用户参与行为 自我决定理论 

分 类 号：F274[经济管理—企业管理]