商务传媒学院知识库

近几年我国饮品行业实现快速发展，新型茶饮品牌迅速崛起，而咖啡品类的在其中展现出强劲的发展潜力和生命力，越来越多的消费者已培养出购买现磨咖啡的消费习惯。在这个过程中企业将社交媒体作为品牌传播的重要阵地，将社交媒体视为推广产品、维系用户关系的载体，因此关注当下社交媒体中用户与用户、用户与品牌、用户与平台的互动关系具备一定的现实意义。本研究采取案例研究法和参与式观察法结合的方式，以柯林斯的互动仪式链为理论视角，选取当下热门的咖啡品牌——瑞幸咖啡作为研究对象，针对社交媒体中瑞幸咖啡粉丝的互动仪式展开分析，以互动仪式链模型为框架分条缕析。从互动仪式的要素、运行和结果三个维度展开分析，洞察品牌传播的互动仪式进程。研究发现，用户在与品牌互动的过程中，媒介提供出开放性质的虚拟社交广场，为用户进入互动仪式创造了可能。但同时由于咖啡消费并不是所有公众共同的兴趣点，因此在品牌传播声量不够巨大的情况下，只有早期关注该品类的用户才会进入互动仪式，这就为用户互动仪式的参与设置了一定的屏障和门槛。共同关注的焦点和共享的情感状态是互动仪式走向高潮的关键因素，主要取决于品牌方对互动仪式的引导是否成功。当这些条件都具备的时候，通过反复节奏连带的反馈与强化，达到群体沸腾。此外需要注意的是，品牌传播的效果，主要以用户是否会进行线下的购物消费为评判标准，因此我们将其视为互动仪式运行过程中的高潮。从互动仪式的产出结果来看，首先用户在社交媒体中会产生群体团结，其次，在一次次的仪式参与和际遇流转中，用户产生了强大的情感力量，这种情感力量不仅激发用户的互动热情，还有对品牌长久的忠诚度。再者，社交媒体中互动仪式会形成独特的群体符号，但这个群体符号并不具有稳定性，会随着产品的更迭而形变。最后，仪式成员会对破坏互动仪式的消极言论进行排斥和打压，从而保持互动仪式内信息与情感的纯洁性。基于此，对于品牌来说，一方面巩固了市场定位，增强了用户的忠诚度；另一方面，为品牌传播与产品研发提供出符合需求端的改进建议。对于用户来说，在互动仪式中收获到对产品的全面认知，拓宽互动范围的社交符号，以及情感需求的充分满足。

In recent years, China's beverage industry has experienced rapid development, with new tea beverage brands quickly emerging. Among them, the coffee category has shown strong development potential and vitality, with an increasing number of consumers developing a habit of purchasing freshly ground coffee. In this process, companies have regarded social media as an important battlefield for brand communication, viewing it as a means to promote products and maintain user relationships. Therefore, focusing on the interaction between users, users and brands, and users and platforms on social media has certain practical significance. This study adopts a combination of case study and participatory observation methods, taking Collins' interaction ritual chains as the theoretical perspective. It selects the popular coffee brand Luckin Coffee as the research object and analyzes the interaction rituals of Luckin Coffee fans on social media, using the interaction ritual chains model as the framework for analysis. The analysis is conducted from three dimensions: the elements, operation, and results of interaction rituals, providing insights into the process of brand communication through interaction rituals. The study found that in the process of interacting with brands, the media provide an open virtual social square, creating possibilities forusers to enter interaction rituals. However, since coffee consumption is not a common interest of all the public, only users who early pay attention to this category will enter the interaction rituals under the condition that the brand communication volume is not huge. This sets certain barriers and thresholds for user interaction rituals participation. The key factors for the interaction ritual to climax are the common focus and shared emotional state, mainly depending on whether the brand's guidance on the interaction ritual is successful. When these conditions are met, through repeated rhythm, feedback, and reinforcement, the group will reach a boiling point. Furthermore, it is worth noting that the effectiveness of brand communication is mainly judged by whether users will make offline shopping consumption, so we regard it as the climax of the interaction ritual process. From the output results of the interaction rituals, firstly, users will generate group cohesion on social media. Secondly, in the participation and encounter circulation of each ritual, users generate strong emotional power, which not only stimulates users' enthusiasm for interaction but also enhances long-term loyalty to the brand. Moreover, interaction rituals on social media will form unique group symbols, but these group symbols are not stable and will change with the turnover of products. Finally, ritual members will reject and suppress negative comments that disrupt the interaction ritual, thereby maintaining the purity of information and emotions within the interaction ritual. Based on this, for brands, on the one hand, it consolidates market positioning and enhances user loyalty; on the other hand, it provides improvement suggestions for brand communication and product development in line with demand. For users, in the interaction ritual, they gain a comprehensive understanding of the product, broaden the social symbols of interaction, and fully satisfy emotional needs.