品牌社群是当今国际学术界和商业界密切关注的一个前沿问题,然而国内的研究和实践仍处于萌芽期。本文通过梳理目前品牌社群的重要研究成果,对品牌社群的概念重新界定,并总结了品牌社群的基本特征,剖析其与相关变量的作用机理,最后提出了未来值得研究的若干方向。 Brand community is a frontier issue that is closely watched by the international academia and business community today. However, the domestic research and practice are still in its infancy. By reviewing the important research results of the current brand community, this paper redefines the concept of the brand community, summarizes the basic characteristics of the brand community, analyzes its mechanism of action with related variables, and finally puts forward some directions worthy of study in the future.