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基于社群基础上的农产品社群电商,将成为农产品电商未来发展的方向。农产品品牌社群的建立,是农产品社群电商的基础。基于品牌社群形成的理论基础,在品牌基础、消费体验和消费者参与社群动机的基础上,构建了农产品品牌社群的形成机理模型,该模型有助于农产品品牌社群的建立,为农产品卖家开展品牌社群运营提供理论和实践指导。
E-commerce based on community-based agricultural products community will become the future direction of agricultural electricity suppliers. The establishment of the brand community of agricultural products is the basis of the electricity supplier of the agricultural products community. Based on the theoretical foundation formed by the brand community and based on the brand foundation, consumer experience and the motivation of consumers participating in the community, a formation mechanism model of the brand community of agricultural products is constructed, which helps to establish the brand community of agricultural products, Agricultural product sellers provide theoretical and practical guidance for brand community operations.