| 线下汽车俱乐部品牌社群的实证研究 |
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| 引用本文： | 田朝辉.线下汽车俱乐部品牌社群的实证研究[J].福建工程学院学报,2016,0(3):227-231. |
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| 作者姓名： | 田朝辉 |
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| 作者单位： | 福建船政交通职业学院汽车运用工程系 |
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| 摘 要： | 以福建原动力奥迪卓悦车主俱乐部为例，在调查线下品牌社群汽车俱乐部车主的品牌感知度和忠诚度的基础上，构建品牌社群、品牌感知度和品牌忠诚度三者之间的递进模型。研究表明，一个良好的品牌社群能够对车主的品牌感知度和品牌忠诚度产生巨大的影响，并有益于销售量的提升。建议线下汽车品牌社群可以针对自身社群车主的喜好，推出圈层式的创新服务和独特福利，为车主创造自由共享的空间，并结合线上虚拟社群，进一步满足社群成员在心理和物质等方面诉求。
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| 关 键 词： | 汽车品牌社群 车主俱乐部 经营策略 |
Empirical research of off-line car club brand community |
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| Tian Chaohui.Empirical research of off-line car club brand community[J].Journal of Fujian University of Technology,2016,0(3):227-231. |
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| Authors: | Tian Chaohui |
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| Institution: | Vehicle Application Department, Fujian Chuanzheng Communications College |
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| Abstract: | With Fujian Audi original power（Yuandongli）Outstanding owners club as an example，the brand perception and brand loyalty of Auto Club 200 owners in brand community were investigated to construct a progressive model of the relationship among brand community, brand perception and brand loyalty. The results indicate that a favourable brand community will exert a significant influence on the perception and brand loyalty of the car owners and can contribute to the increase of marketing volume． It is suggested that a car off-line brand community can promote circled innovative service and build a free and sharing space/surrounding catered to the car owner, that the community can combine the on-line visual community to satisfy their psychological and material needs. |
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| Keywords: | car brand community car ownerss’ club operating strategy |
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