浅析亚马逊网品牌建设.docVIP

浅析亚马逊的网络品牌建设 Analysis of Amazons network brand building 一、 亚马逊概述 1995年，亚马逊在美国华盛顿州正式创立，现在已经成为世界 500强 之一。亚马逊很早就开始重视网上销售这一新兴的销售方式，所以目前为止，亚马逊已经成为世界上销售商品品种最齐全的网上零售商，提供的产品和服务几乎包含了消费者生活的点点滴滴。2004年 8月份，亚马逊又做出了一个重大的决定，收购具有一定中国市场的卓越网。亚马逊利用自己在网上零售方面的专长，通过卓越网在中国市场的深厚群众基础，使亚马逊网络零售的步伐扎实地迈进了中国市场。这一举动，不但实现了亚马逊在中国发展网上零售的目标，还彻底地使亚马逊公司成为目前全世界网上零售商的领军者。 1.Amazon overview In 1995, Amazon was officially established in Washington state, and has been one of the top 500 in the world. Amazon began very early pay attention to online sales of this new way of selling, so far, it has become the online retailers who sells worlds most complete varieties of goods , and its products and services almost contains the every little drops of consumers’ life. 2004 of August, Amazon has made a big decision to purchase Joyo net who has a certain Chinese market . Amazon uses its experience in online retailing, through the deep mass base of Joyo in the Chinese market, , Amazons online retail selling solid moved into the Chinese market. This move, not only to achieve the goal of Amazon online retail in China, but also thoroughly make Amazon Co become the worlds leading online retailers. 二、亚马逊的网络品牌建设现状 Amazons network brand building status 1．产品种类的拓展。亚马逊现有的产品和服务在市场上已经有良好的群众基础，为建立更深厚、更广泛地群众基础，亚马逊采取了产品线拓展这一策略，将其品牌特性传递给更多的顾客，凭借亚马逊已有的品牌地位和群众基础，消除了消费者对新产品的不认可和不信任，提高了产品接受度，扩大了消费者的范围。这种方法是有效的，亚马逊的核心销售产品是图书和录像等，在 2008年 的时候，核心产品的销售额增长缓慢，而非图书音像类产品的销售额却占据了所有限售产品的一半。所以正是由于这种多样化经营，才使亚马逊在日益激烈的市场竞争中依旧保持了很高的总体销售增长趋势。 2．自创品牌。品牌的创建需要充分的市场调查，必须是市场上需求较大、消费者很难快速搜索到的产品。于是，2007年的时候，亚马逊推出了款新产品—— 电子阅读器，这个产品不但具有普通书籍的所有特点，还优化了纸质书籍难以大量携带的缺点。这种电子阅读器，大大的方便了我们的日常生活。这种商品的推出，不但提高了亚马逊的销售额，还使亚马逊在市场上站稳脚跟。 2.Amazons network brand building status 1）.Prolongation of product type. Amazons existing products and services have a good foundation in the market, in order to form a deeper and more widely mass base, Amazon took the strategy of expanding the product line. By Amazon brand position and mass basis, transmit its brand characteristic