小米社区和花粉俱乐部的互动营销比较研究：赢得品牌亲和力视角

A Comparative Study of Interactive Marketing between Xiaomi Community and Pollen Club: A Brand Affinity Perspective

摘要: 随着互联网的发展，消费者的影响力不断扩大，让消费者亲近自身品牌，成为企业忠实拥护者变得越发重要。为了让用户提高对企业的忠诚度，各企业都做出了努力。本文选取小米社区和华为花粉俱乐部为研究对象，来分析二者采取的互动营销措施是否可以有效地提升品牌亲和力，增强用户对企业的忠诚度。小米社区和华为花粉俱乐部都是拥有众多用户和粉丝的社会化关系管理平台，都十分重视企业品牌与用户间的双向交流互动，希望借此建立与用户的持续关系，来增强用户对自身品牌的忠诚度，使得用户愿意购买并拥护企业的产品。本文通过对比分析小米社区和花粉俱乐部互动营销措施的异同，最后发现有效的互动营销措施可以使得企业粉丝数量上升，以及提高粉丝们在社区的活跃度，互动营销带来的这两种结果无疑建立了企业与用户和粉丝的良好关系，提升了他们对企业的忠诚度。

Abstract: With the development of the Internet, the influence of consumers is expanding. It is more and more important for consumers to get close to their own brands and become loyal supporters of enterprises. In order to let the user enhance to the enterprise’s loyalty, each enterprise has made the ef-fort. In this paper, the Xiaomi Community and Huawei Pollen Club are selected as the research objects to analyze whether their interactive marketing measures can effectively enhance brand affinity and enhance customer loyalty to the enterprise. Both the Xiaomi Community and Huawei Pollen Club are social relationship management platforms with a large number of users and fans, and both attach great importance to the two-way communication and interaction between the corporate brand and users, hoping to build a continuous relationship with users, to enhance the loyalty of users to their own brands, so that users are willing to buy and support the company’s products, this paper compares and analyzes the similarities and differences between the Xiaomi Community and the Pollen Club’s interactive marketing measures. Finally, we found that effective interactive marketing measures can increase the number of corporate fans, as well as increase the activity of fans in the community. These two results of interactive marketing have no doubt built a good relationship between enterprises and users and fans and increased their loyalty to the business.