Customers' Experience in Brand Community

被引：0
|
作者：
Su Hailin [1 ]
机构：
[1] Jiaxing Univ, Sch Buiness, Jiaxing 314000, Peoples R China
来源：
MARKETING SCIENCE INNOVATIONS AND ECONOMIC DEVELOPMENT | 2010年
关键词：
Brand community; Customers' Experience; marketing tactics;
D O I：
暂无
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Firstly, with the aspect of customers' experience, this article analysises the development of brand community giving an example of the sina car club. The development of brand community is the result of the arousal of the experience, and the brand community structure changes. Secondly, it analysis the factors which influence the brand community experience including the exterior factors and interior factors. At last, it gives three suggestions about the marketing tactics of the brand community from the experience aspect.
引用
收藏
页码：520 / 524
页数：5
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