基于虚拟品牌社群理论的汽车品牌忠诚度提升策略分析-analysis on the strategy of promoting automobile brand loyalty based on virtual brand community theory.docxVIP
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基于虚拟品牌社群理论的汽车品牌忠诚度提升策略分析-analysis on the strategy of promoting automobile brand loyalty based on virtual brand community theory
Second,suggestionsonhowtoimprovethebrandloyaltyareassociatedwiththecorevariablesofthevirtualbrandcommunity.Third,concreteanalysesaremadeonthespecificindustry.Takingautoindustryastheresearchobject,thispartfocusesonthecurrentsituationofitsvirtualbrandcommunitiesanditsexistingproblems.Ultimately,thecasestudyofShanghaiVolkswagenislaunchedwiththeconcreteanalysisoftheconstructionofitsvirtualbrandcommunity,itsadvantagesworthlearningandtheweaknessestoimproveandthespecificproposalstoenhancebrandloyaltybasedonvirtualbrandcommunity.Keywords:Brandloyalty;Virtualbrandcommunity;Communityawareness;目录第一章绪论..................................................................................................................11.1研究背景...................................................................................................11.1.1汽车行业发展背景及现状.............................................................11.1.2虚拟品牌社群的作用.....................................................................21.2研究目的及意义.......................................................................................41.2.1研究目的.........................................................................................41.2.2研究意义.........................................................................................41.3论文主要内容与研究思路.......................................................................5第二章虚拟品牌社群理论综述..................................................................................82.1虚拟品牌社群的相关概念.......................................................................82.1.1社群.................................................................................................82.1.2品牌社群.........................................................................................82.1.3虚拟品牌社群.................................................................................92.2虚拟品牌社群客户细分.........................................................................102.2.1焦点消费者............................................................
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