粉丝经济视角下品牌形象设计与电商品牌塑造的策略研究

Strategy Research on Brand Image Design and Brand Building of E-Commerce from the Perspective of Fan Economy

摘要: 随着电商市场的不断发展与粉丝经济的演变，品牌形象成为电商品牌核心竞争力的重要组成部分。电商品牌形象的塑造在传达品牌理念、品牌定位、提升品牌价值等方面都发挥着至关重要的作用。本文从粉丝经济的视角出发阐述了品牌催生粉丝的三大要素以及品牌形象设计所涵盖的部分内容。从现存电商品牌形象设计的问题出发，提出了粉丝经济视角下电商品牌视觉形象设计的策略，为电商品牌建立具有独特性和个性化的品牌视觉形象提供了参考，帮助电商品牌更为精准找到品牌定位，有效地进行粉丝的转化提出了建议，更好的进行电商品牌的塑造传递品牌价值。

Abstract: With the continuous development of e-commerce market and the evolution of fan economy, brand image has become an important part of the core competitiveness of e-commerce brands. The shaping of brand image of electronic goods plays a vital role in conveying brand concept, brand positioning and enhancing brand value. From the perspective of fan economy, this paper expounds the three elements of brand to promote fans and the part of brand image design. Starting from the problems of image design of existing e-commerce brands, this paper puts forward the strategy of visual image design of e-commerce brands from the perspective of fan economy, provides a reference for establishing unique and personalized brand visual image of e-commerce brands, helps e-commerce brands find brand positioning more accurately, and puts forward suggestions for effectively converting fans, to better shape the brand of electrical goods to deliver brand value.