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品牌社群基于自身特有的低成本、高效率和高效能的信息传播分享机制,潜移默化地改变着市场交易规则下卖方与买方的权力结构,消费者被赋权的时空区域不断扩大。通过在互联网背景下对消费环境的变化状况进行了分析,基于社会网络理论的视角发现,品牌社群中的网络中心性和较高的网络密度可以有效地增强消费者的基础权力,打破行权障碍,提高行权意识,最终实现消费者增权中实际权力的提升。
Based on its unique low cost, high efficiency and high efficiency information dissemination and sharing mechanism, the brand community subtly changes the power structure of the seller and the buyer under the market trading rules. The empowerment of consumers in time and space is expanding. Based on the analysis of the changes in the consumer environment in the context of the Internet, based on the social network theory, it is found that the network centricity and high network density in the brand community can effectively enhance consumers’ basic rights and break the line of exercise Obstacles, improve the exercise of awareness, and ultimately the empowerment of consumers in the actual power to enhance.