关键词： 网络社群, 社群文化, 社群经济, 品牌建构

Abstract: The network community culture is the values,rituals and spiritual interests shared by the network community.And brand,as a symbol of socialization,is the external manifestation of the network community culture.The network community culture not only shapes and leads members' ideas and behaviors,but also gives birth to a new economic form of community economy.It is embodied in the interpenetration of communication and exchange behaviors among members,the convection of information sharing and sharing patterns,thereby promoting the brand to shift from the value of "object" to "person".Therefore,the concept of brand construction under the background of network community should be based on "cultural identity" and oriented by "brand openness",and the brand communication strategy should also shift to the approach of "linking community".

Key words: network community, community culture, community economy, brand construction