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1、圈子时代的品牌策略(Brandstrategyintheeraofcircle)Theeraofconsumercircleshasarrived!Whetheritispureconsumer,oraproductorbrandsuppliers,wewillfindthatintheeventoftheirconsumptionbehavior,wearetightorsparse,orbelongtoacommonconsumerbehaviorhasobviouscharacteristics,
2、orpsychologicalcharacteristicsofthecircle・Evennow,whenyouareinthe"consumer"magazine,youactuallyhaveaconsumercircleofreadingbehaviorandconsumerpsychology.Developedvehicles,convenientcommunications,especiallywiththeadventoftheWeb2・0era,peoplehavemorechanne
3、ls,moreconvenientwaytomeettheirneedsforsocialandcommunication.Whileconsumerscircletimeinsuchacontext,havebeendevelopedrapidly,activeconsumers,manyalreadyhavetheirownOnyourmarks,inthecircleofpitchcamp・Consumerscircleabrandera,consumerswillusecirclebrand,h
4、avetheirownconsumercircle,orcirclebelongstoconsumersorconsumersoutsidethecircleofbigdifferences,thisisnotonlyaffectthedirectsales,butalsoaffectthedevelopmentofthebrand.Therefore,tomakegooduseoforbuildabrandofitsown,theconsumercircleisnotonlynecessaryfore
5、nterprisedevelopment,butalsotheneedforcompetition.Thisarticlediscussesthebrandstrategyintheeraofconsumercircle(hereinafterreferredtoas"circletimes")fromthisangle・CognitiveconsumerQuanZiCognitiveconsumercircleisthefoundationofbrandstrategyintheeraofcircle
6、.Let'stakeacognitivecirclefromthreelevels.Fromthesocialattributesofthecircle,consumersgenerallybelongtothetwocircles:socialcircleandbrandcircle・Socialcircleisacircleformedbyconsumerswithcommoninterestsorvalues・Theconsumercircledoesnotbelongtoabrand,sucha
7、sacirclecomposedofcampers.Commonsocialcirclesareeasytoidentify.Theyusuallyhavetheirownidentifyingsymbolsandhavetheirowncirclenames・Ingeneral,thefrontiswordsthatshowbehavior,hobbies,orvalues,followedbywordswithacircle・Suchas:alumni,hip-hopcommunity,bosozo
8、ku,parent-childgroup,fightoff,tourpalandadvertisingpeopleleisurebar,mountaineeringcamp,campingclub,Englishcorner,etc・・Thesecondcategoryistohaveacommonbrand,hobbiesorconsumerattributesoftheformationofconsumers,theconsumerci
