《电子商务环境下的企业品牌建设以及衡量标准探究.docVIP

中文摘要 自20世纪中国引入互联网以来，中国的互联网飞速发展，网民的发展规模也不断壮大。同时，随着传统行业品牌宣传存在的特点，越来越多的企业将目光投放在网络上，从而产生了电子商务。随着电子商务步伐的加快，企业也考虑构建电子商务平台，提高企业利润，提高品牌的知名度。但是，如果充分利用这个平台，提升网络品牌，很多的中小企业，包括一些大企业都比较迷惘，品牌的价值衡量标准又是什么呢？只是浏览量吗？因而，做好网络品牌的提升以及建立一套适合于我国国情的品牌衡量标准就显得很重要。 伴随着国内互联网建设的迅速发展，网络安全的不断完善以及人们消费观念的改变，国内电子商务进入了一个高速发展的阶段，2009年电子商务成为了国民经济发展中最大的亮点之一，在多个指标上创出新高。2009年国内电子商务市场规模增长迅猛，其中B2B运营商的市场营业额增加了20%，增长速度与往年相近，C2C的市场规模相比2008年增长一倍，而在2009年增长最为迅猛的是B2C的市场规模，全年的市场总交易量达到2008年全年的2倍以上。电子商务在自身取得高速发展的同时，在国民经济中的影响也越来越大。超过50%的企业搭建了B2B、B2C类电子商务网。在消费领域，2009年中国网络购物交易额占社会消费品零售总额的比重超过2%，网络购物对国内零售市场的影响日趋增大。Since the introduction of the Internet in China since the 20th century, the rapid development of Chinas Internet,users of the scale of development is also growing at the same time, with the existence of traditional industries, the characteristics of brand awareness, more and more enterprises will look to run on the network, resulting in the E-commerce.With the accelerated pace of e-commerce, companies are considering to build e-commerce platform to raise corporate profits, increase brand visibility. However, if you take full advantage of this platform, enhancing the network brand, many in small businesses. Including some large enterprises are more at a loss, the value of the brand metrics, then what is it? Only views and so on. Thus, do a good job upgrading the network brand and the establishment of a suitable measure of Chinas national conditions brand becomes very important. And Along with the rapid development of Chinas Internet infrastructure, network security, the concept of continuous improvement, as well as changes in peoples consumption,the domestic e-commerce has entered a stage of rapid development in 2009, national economic development e-commerce has become one of the biggest bright spot in a multi - indicators at a record high. Which enterprises will be more and more attention put on the network of brand-building also can not wait. Key World:electric-business,network brand,metrics,approach 目录