社交媒体视域下的品牌形象塑造——基于小米与Vivo的比较研究
Brand Image Building in Social Media Perspective—A Comparative Study of Xiaomi and Vivo

互联网的快速发展为企业在社交媒体上拉近与消费者的距离，建立品牌形象提供了途径。本文以小米和vivo为研究对象，基于品牌形象综合测评模型，采用数据挖掘的方法对小米和vivo微博超话中的用户评论进行研究，比较社交媒体呈现的与企业欲塑造的品牌形象之间的差异，为企业在社交媒体视域下如何塑造品牌形象提供参考建议。结果显示：小米和vivo现阶段的网络差评大多来自产品质量、售后态度问题，通过社交媒体塑造的品牌形象在长期维持方面存在改进空间。企业在社交媒体营销过程中，既要通过营销策略塑造良好的品牌形象，又要注重用户生成内容对品牌形象的影响，实现品牌形象维持与用户认知的匹配。
The rapid development of the Internet has provided a way for companies to get closer to consumers and build their brand image on social media. This paper takes Xiaomi and Vivo as the research objects, based on the comprehensive brand image measurement model, and uses the data mining method to study the user data in Xiaomi and Vivo’s microblog super-talk, to compare the differences between the brand image presented in social media and the brand image that enterprises want to build, and to provide reference for enterprises to build their brand image in the social media perspective. The results show that most of Xiaomi and Vivo’s poor online reviews at this stage come from product quality and after-sales attitude, and there is room for improvement in maintaining the brand image shaped through social media. In the process of social media marketing, enterprises should not only shape a good brand image through marketing strategies, but also pay attention to the impact of user-generated content on brand image, so as to achieve a match between brand image maintenance and user perception.