排版网络品牌传播策略研究详解.doc

诚信声明 本人声明： 我所呈交的本科毕业设计论文是本人在导师指导下进行的研究工作及取得的研究成果。尽我所知，除了文中特别加以标注和致谢中所罗列的内容以外，论文中不包含其他人已经发表或撰写过的研究成果。与我一同工作的同志对本研究所做的任何贡献均已在论文中作了明确的说明并表示了谢意。本人完全意识到本声明的法律结果由本人承担。  申请学位论文与资料若有不实之处，本人承担一切相关责任。 本人签名： 日期： 年 月 日 摘 要经过十几年的高速发展，互联网不仅改变了人类的生活方式，也深刻的影响了网络品牌的传播方式。网络不仅仅是一种新兴媒体，它已经嵌入了人们日常生活的各个方面，越来越多的企业从最初的网络营销开始，到如今越来越重视网络品牌的发展和传播。 本文分析网络品牌传播的特点，阐述了国内外相关研究现状，深入分析了目前网络品牌传播的现状以及存在的主要问题，进而从品牌定位，广告，公关等方面分析和构建了品牌传播的策略措施。通过对网络品牌传播的特点，内涵等深入系统的研究，对网络上最新的传播工具的深入研究分析，构建品牌在互联网上的传播策略，模式及评估体系，有助于企业增强与消费者的良好关系和品牌知名度。在前述研究基础上，提出促进我国企业有效构建网络品牌的对策，对企业的借鉴意义。 关键词：网络品牌；传播策略；互联网Abstract With over ten year’s fast development of interact，it has not only changed the lifestyle of human life，but also impacted the brand communication of enterprises profoundly．Internet is not merely a new media；it has embedded in every aspects of human lifeMore and more enterprises pay more attention on the brand communication on internet than the simple interact marketing in previously．At present，the majority of enterprises have no concept of how to integrate various tools to communicate the brand and how to assess the results． The dissertation firstly analyzed the character of interact communication，the related group behavior and brand communication environment, then took a deep review of the present situation and major problems of interact-based brand communication, further analyzed and constitute the strategy and methods of brand communication based on brand positioning, advertisement, public relations and communication channels．It provided the references for the companies of different type, character and developing stage by the profound analysis and research of various communication strategies．In addition，the dissertation constitutes the outcomes assessment index system of internet-based brand communication by the analysis of factors impacted on internet-based brand communication．In the end，it analyzed the present brand communication situation and developing strategy of comp