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社群的价值,在于让整个传播方式发生改变。企业在建立自己的品牌社群过程中,不要过度的去引导和宣传,而是让你的消费者把你的社群给建立起来。最近,各种各样的“网红”异军突起,让人们眼花缭乱。中欧国际工商学院市场营销学助理教授林宸认为,网红的本质,就是一个行业中草根出身的意见领袖,带动大家进行互动。她说,“划动一根火柴,让粉丝的力量将火传播出去,而网红,就是那根火柴。”网
The value of the community is to make the whole way of communication changed. Instead of overinducing and promoting your brand in establishing your own brand community, your business lets your consumers build your community. Recently, all kinds of “red net” a sudden emergence, so that people dazzled. Lin Chen, an assistant professor of marketing at CEIBS, believes that the nature of online advertising is an opinion leader who is a grassroots originator in an industry and leads everyone to interact with each other. She said, “draw a match, so that the power of fans spread the fire out, and the red network is that match.”