关键词: 社群经济, 在线品牌社群, 品牌社交互动, 健身品牌

Abstract: In the context of community economy,the creation of brand communities has become a new business model for the digital development of fitness enterprises.This article analyzes typical cases from two aspects:user social interaction experience and community functional structure.It proposes that fitness brand social interaction has two main characteristics:systematic interaction mode and multi-directional interaction path.It summarizes five design strategies:interaction field construction,social identity identification,gaming incentive mechanism,full media contact construction,and self-organized content co creation.By reasonably planning the organizational structure of the community and continuously generating social interaction driving forces,we aim to enhance user brand loyalty and ultimately achieve the goal of brand value growth.

Key words: community economy, online brand community, brand social interaction, fitness brand