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  • Today we will be discussing brand communities, brand communities are defined by

    今天我們要討論品牌社群,品牌社群包含

  • three specific characteristics. One, consciousness of kind. Two, shared rituals or

    三個特性。第一,同類意識。第二,共同的儀式與風俗,或者

  • traditions. Three, moral responsibility. Brand Communities are a business strategy

    第三,道德義務感。品牌社群是一種用以連接品牌、個人

  • that helps connect the brand, individual identity, and culture. When I think of a strong brand community, Starbucks is first to

    和文化的策略,想到強大的品牌社群,星巴克是第一個浮上我心頭的品牌

  • come to mind. Through Starbucks brand development strategies they have became the third largest

    透過星巴克的品牌發展策略,他們成了第三大餐飲連鎖店

  • restaurant chain. Going back to the three characteristics of brand communities,

    再回到品牌社群的三個特質

  • number one consciousness of kind, is when customers have a perceived membership to their brand and therefore

    第一同類意識是指的是消費者感受到對品牌的群體感、連結感

  • feel connected and a sense of belonging to the brand community. The second characteristic,

    和歸屬感。第二特質

  • shared rituals and traditions. Members create their own meaning of the

    相同的儀式和風俗,社群成員會創造他們社群經驗的意義

  • community experience and in turn they also communicate the meaning within and over the boarders of

    並繼而向社群內部以及外部傳播其意義

  • the community. Members often share a common values and behaviors.

    成員有共同的價值和行為

  • In Starbucks you will find a relaxed and chill vibe. The last characteristic is moral responsibility.

    在星巴克,你能感受到放鬆與沈靜的氛圍。最後一個特質是道德義務感

  • In Starbucks, this could mean that the customers feel a moral responsibility

    以星巴克為例,星巴克的消費者會感受到自己有道德義務

  • to support their brand community and overall support Starbucks.

    支持他們的品牌社群,並全面支持星巴克

  • Starbucks' mission statement is, to inspire and nurture the human spirit, one person, one cup, and one neighborhood at a time.

    星巴克的使命宣言是激發人本和自然精神,人、咖啡和社區三者合而為一

  • It is easy to see how much Starbucks loves its customers and in return

    我們很容易看出星巴克愛護他們的顧客,作為回報

  • Starbucks is very much loved by it's customers and their strong brand community.

    星巴克也深受他們的品牌社群和消費者的愛戴

Today we will be discussing brand communities, brand communities are defined by

今天我們要討論品牌社群,品牌社群包含

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B1 中級 中文 星巴克 品牌 社群 消費者 道德 儀式

什麼是品牌社群:以星巴克為例 (Brand Community: Starbucks)

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    羅紹桀 發佈於 2016 年 04 月 01 日
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