电子商务环境下的品新牌建立及衡量.docVIP

辽宁科技大学毕业论文 第 PAGE 26页 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。我国市场经济日趋完善，国际间的经济技术合作进一步加强，要想在竞争中立足就必须积极发展电子商务品牌、提升电子商务品牌，勇敢地面对全球化经济的挑战，积极参与竞争，在自强不息中发展自己。本文首先对电子商务及品牌的概念及发展状况进行阐述，分析了电子商务对传统品牌策略的影响，然后提出了在电子商务环境下，我国企业品牌经营中出现的问题，最后针对这些问题提出了相应的品牌策略，为我国企业品牌在网上的推广提供了对策。 我国企业在如何实施品牌策略，发展自己的品牌策略还处在初步意识阶段。但随着电子商务的广泛应用，这一现状将得到改善。企业应根据自身的条件与特点，制定出网上品牌策略，选择正确的品牌营销方式，争创品牌。 关键字 电子商务；品牌；品牌策略 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  TOC \o 1-3 \h \z \u  HYPERLINK \l _Toc232845612