电子商务环境下的品牌建立及衡量.docVIP

电子商务环境下的品牌建立及衡量 摘要 随着网络经济的到来，电子商务以不可比拟的优势，加快了企业品牌网络话的进程。电子商务下的品牌策略，是一个企业成功实现品牌网络化的关键。我国市场，Abstract Along with the network economy arrival, the electronic commerce by the incomparable superiority sped up enterprise brand network advancement. Under the electronic commerce environment brand strategy, is an enterprise success realization brand network key. In China market economy tends to become perfect. International economic and technical cooperation are going to be further enhanced. An enterprise has to develop and upgrade its own quality brand, bravely face the challenges from globally economy and experience the competitions if it intends to constantly strive to become more powerful. The article first carries on the outline to the electronic commerce and the brand meaning, has analyzed the electronic commerce to the brand strategy influence, then proposed under the electronic commerce environment, the question which our country enterprise faces, finally aimed at the question to the propose the corresponding brand strategy, has provided the countermeasure for the our country enterprise brand on-line promotion. Although our country enterprises in the implement of brand strategy and develop their own online brand awareness is still in the preliminary stage. But with the of increased use of electronic commerce, enterprises should be based on its own conditions and characteristics, develop brand strategy, choose the correct brand marketing methods and striving for brand fame. Key words Electronic commerce; Brand; Brand strategy 目录 摘要 I Abstract II 第1章 绪论 1 1.1 研究背景 1 1.2 国内外研究现状 1 1.3 本文研究的内容和方法 3 第2章 电子商务品牌建立的相关理论 4 2.1 电子商务品牌的概述 4 2.1.1 电子商务品牌的含义 4 2.2.2 电子商务品牌实施重要性 5 2.2 电子商务品牌战略的认识 6 第3章 电子商务品牌实施发展现状分析 8 3.1 电子商务品牌发展现状 8 3.2 一般企业品牌建立存在的问题 9 第4章 电子商务品牌实施的对策建议 11 4.1 电子商务品牌战略的建立 11 4.1.1 电子商务品牌战略实施途径 11 4.1.2 电子商务品牌推广 12 4.2 电子商务品牌的衡量 14 4.2.1 企业核心竞争力 14 4.2.2 满足客户需要 14 4.2.3 信守承诺 15 4.2.4 长期发展利益 15 结论 17 致谢 18 参考文献 19 附录 20 第1章 绪