圈子时代的品牌策略（Brand strategy in the era of circle）.docVIP

圈子时代的品牌策略（Brand strategy in the era of circle） The era of consumer circles has arrived! Whether it is pure consumer, or a product or brand suppliers, we will find that in the event of their consumption behavior, we are tight or sparse, or belong to a common consumer behavior has obvious characteristics, or psychological characteristics of the circle. Even now, when you are in the consumer magazine, you actually have a consumer circle of reading behavior and consumer psychology. Developed vehicles, convenient communications, especially with the advent of the Web2.0 era, people have more channels, more convenient way to meet their needs for social and communication. While consumers circle time in such a context, have been developed rapidly, active consumers, many already have their own On your marks, in the circle of pitch camp. Consumers circle a brand era, consumers will use circle brand, have their own consumer circle, or circle belongs to consumers or consumers outside the circle of big differences, this is not only affect the direct sales, but also affect the development of the brand. Therefore, to make good use of or build a brand of its own, the consumer circle is not only necessary for enterprise development, but also the need for competition. This article discusses the brand strategy in the era of consumer circle (hereinafter referred to as circle times) from this angle. Cognitive consumer Quan Zi Cognitive consumer circle is the foundation of brand strategy in the era of circle. Lets take a cognitive circle from three levels. From the social attributes of the circle, consumers generally belong to the two circles: social circle and brand circle. Social circle is a circle formed by consumers with common interests or values. The consumer circle does not belong to a brand, such as a circle composed of campers. Common social circles are easy to identify. They usually have their own identifying symbols and have their own circle names. In general, the front is word