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案例编号: MKT-0393
被浏览次数: 1128 次
案例名称: 一入B站深似海——哔哩哔哩网站的社区忠诚培育
译名: Diving into the B Website——The Cultivation of Community Loyalty in Bilibili
案例作者: 马向阳,曾恬
作者单位: 天津大学
指导者:
译者:
背景单位名称: 哔哩哔哩弹幕视频网站
行业: 文化、体育和娱乐业
规模: 小型
案例涉及的职能领域: 营销部门
案例语种: 中文
案例长度(页): 17 页
案例类型: 决策型
中文关键词: 社区忠诚(顾客忠诚) ;共创价值;用户原创内容(UGC)
英文关键词: Community Loyalty (Customer Loyalty); Co-Creating Value; User Generated Content (UGC)
中文摘要: 作为“二次元”文化爱好者的乐园,弹幕视频网站哔哩哔哩自建立之初,始终坚持以用户为核心,以情怀为卖点,利用鲜明的界面风格、明细的版块划分吸引目光;通过严格的会员准入机制、讲究情怀的无广告模式等区分自身定位;凭借独特的弹幕文化、感染力强的线下活动等强化社区氛围,最终引发用户情感上、兴趣上的共鸣,收获大批粉丝,成功地培育着社区忠诚。
英文摘要: As the paradise of ACG cultural fans, video website, Bilibili has always insisted to regard the customers as the core value and use the compassion as a selling point since it was established. Using a vivid interface style and clear divisions of the modules to attract customer attention, and setting the strict access mechanism of membership and the pattern of free advertising with feelings to distinguish its own positioning and strengthening the community atmosphere via a series of unique systems such as the distinctive barrage culture, infectious offline activities and so on, Bilibili has ultimately triggered physical resonance of emotion and interest of users. Then, it harvests a large number of fans, successfully cultivating its community loyalty.
适用对象: 本科生,硕士生,工商管理硕士(MBA),
编写方式: 采编
案例年代: 2016
案例入库时间: 2017-01
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