What are the business models of community economy?

First, the production mode of user participation

In fact, "producers and consumers" are the integration of producers and consumers, and community members have three identities: consumers, producers and communicators. This user participation and production mechanism just meets the competitive demand of mobile Internet. In this era of mobile internet, users' needs are becoming more and more personalized and refined, and the existence of community just solves these problems well.

Second, the brand community marketing model

The characteristics of community redefine the previous marketing theory and reshape the relationship among corporate brands, communities and consumers.

1. Brand community marketing is more interactive in real time.

Through the connection mode of community, the interaction between enterprises and consumers is more real-time, and one-to-one or one-to-many real-time interaction can be carried out. In the process of interaction, consumers can also enhance their emotional experience and value recognition of corporate brands, improve their loyalty to brands, and thus enhance brand value.

2. Brand community marketing pays attention to participation.

In the era of mobile Internet, the most effective marketing communication is word-of-mouth communication, and community members are these word-of-mouth communicators. Therefore, enterprises should constantly activate users for word-of-mouth communication, stimulate the enthusiasm of members, meet the needs of users, and thus bring communication power to members. Let fans participate in product development and dissemination, constantly upgrade products to maintain the enthusiasm of fans to participate, pay attention to and reply to fans' feedback in real time, and create a refined product service experience.

Third, the consumption pattern of experience first.

The characteristics of emotional experience and value recognition of products form the consumption mode of product experience first. The traditional experience economy mainly emphasizes the service experience of users in the process of consumption; Community economy is the development of experience economy, which permeates the experience elements into all links of the whole industrial chain.