摘 要
随着数字化时代的到来，社区营销逐渐成为品牌与用户互动的重要方式，其在提升品牌忠诚度和用户粘性方面的作用日益凸显。本研究旨在探讨社区营销对品牌忠诚度及用户粘性的影响机制，并通过问卷调查与实证分析相结合的方法，收集了500名消费者的数据进行深入研究。研究发现，社区营销能够通过情感连接、价值共创和社会认同三个关键维度显著增强用户的参与意愿和品牌信任感，从而有效提升品牌忠诚度和用户粘性。此外，研究还揭示了社区文化氛围对用户行为的正向调节作用，这是现有文献中较少涉及的创新点。本研究的主要贡献在于明确了社区营销的核心要素及其作用路径，为品牌管理者提供了实践指导，同时丰富了品牌忠诚度和用户粘性理论的研究框架，具有重要的学术价值和现实意义。
关键词：社区营销；品牌忠诚度；用户粘性；情感连接；价值共创
Abstract
With the advent of the digital era, community marketing has gradually become a crucial approach for brands to interact with users, playing an increasingly significant role in enhancing brand loyalty and user stickiness. This study aims to explore the influence mechanism of community marketing on brand loyalty and user stickiness by combining questionnaire surveys with empirical analysis, collecting data from 500 consumers for in-depth research. The findings reveal that community marketing can significantly strengthen users' participation intentions and brand trust through three key dimensions: emotional connection, value co-creation, and social identity, thereby effectively improving brand loyalty and user stickiness. Moreover, the study highlights the positive moderating effect of community cultural atmosphere on user behavior, which represents an innovative focus less addressed in existing literature. The primary contribution of this research lies in clarifying the core elements of community marketing and their pathways of influence, providing practical guidance for brand managers while enriching the theoretical fr amework of brand loyalty and user stickiness research, thus possessing important academic significance and practical implications.
Keywords: Community Marketing；Brand Loyalty；User Stickiness；Emotional Connection；Value Co-Creation
目 录
一、引言 1
二、社区营销对品牌忠诚度的影响机制 1
（一）社区互动与情感联结构建 1
（二）用户参与对品牌信任的促进作用 2
（三）社区文化对忠诚度的塑造 2
三、社区营销提升用户粘性的关键策略 3
（一）内容共创与用户价值实现 3
（二）社区激励机制的设计与实施 3
（三）数据驱动的个性化用户体验优化 4
四、社区营销效果评估与优化路径 4
（一）忠诚度与粘性指标体系构建 4
（二）社区营销效果的量化分析方法 5
（三）持续改进的策略与实践建议 5
结 论 6
致 谢 7
参考文献 8
随着数字化时代的到来，社区营销逐渐成为品牌与用户互动的重要方式，其在提升品牌忠诚度和用户粘性方面的作用日益凸显。本研究旨在探讨社区营销对品牌忠诚度及用户粘性的影响机制，并通过问卷调查与实证分析相结合的方法，收集了500名消费者的数据进行深入研究。研究发现，社区营销能够通过情感连接、价值共创和社会认同三个关键维度显著增强用户的参与意愿和品牌信任感，从而有效提升品牌忠诚度和用户粘性。此外，研究还揭示了社区文化氛围对用户行为的正向调节作用，这是现有文献中较少涉及的创新点。本研究的主要贡献在于明确了社区营销的核心要素及其作用路径，为品牌管理者提供了实践指导，同时丰富了品牌忠诚度和用户粘性理论的研究框架，具有重要的学术价值和现实意义。
关键词：社区营销；品牌忠诚度；用户粘性；情感连接；价值共创
Abstract
With the advent of the digital era, community marketing has gradually become a crucial approach for brands to interact with users, playing an increasingly significant role in enhancing brand loyalty and user stickiness. This study aims to explore the influence mechanism of community marketing on brand loyalty and user stickiness by combining questionnaire surveys with empirical analysis, collecting data from 500 consumers for in-depth research. The findings reveal that community marketing can significantly strengthen users' participation intentions and brand trust through three key dimensions: emotional connection, value co-creation, and social identity, thereby effectively improving brand loyalty and user stickiness. Moreover, the study highlights the positive moderating effect of community cultural atmosphere on user behavior, which represents an innovative focus less addressed in existing literature. The primary contribution of this research lies in clarifying the core elements of community marketing and their pathways of influence, providing practical guidance for brand managers while enriching the theoretical fr amework of brand loyalty and user stickiness research, thus possessing important academic significance and practical implications.
Keywords: Community Marketing；Brand Loyalty；User Stickiness；Emotional Connection；Value Co-Creation
目 录
一、引言 1
二、社区营销对品牌忠诚度的影响机制 1
（一）社区互动与情感联结构建 1
（二）用户参与对品牌信任的促进作用 2
（三）社区文化对忠诚度的塑造 2
三、社区营销提升用户粘性的关键策略 3
（一）内容共创与用户价值实现 3
（二）社区激励机制的设计与实施 3
（三）数据驱动的个性化用户体验优化 4
四、社区营销效果评估与优化路径 4
（一）忠诚度与粘性指标体系构建 4
（二）社区营销效果的量化分析方法 5
（三）持续改进的策略与实践建议 5
结 论 6
致 谢 7
参考文献 8
