互联网与品牌管理(国外英文资料).doc

互联网与品牌管理(国外英文资料) On April 26, 2007, the brainstorm of brand management received an exclusive interview with the website value China. 1, the age of the Internet, consumers personalized, diversification of the media, the old mode of transmission in the new spreading environment may have many work places; Because of the proliferation of media, corporate control of the media has diminished. The process of branding is likely to become a monologue without the participation of consumers. How to look at these changes and confusion? Marketing management is the essence of requirement management, with the development of the society, in simple demand of consumer demand, the same requirements, personalized needs, feeling, and a series of process. In simple requirements, marketing is not needed, primarily for the simplest product exchange. Then is the needs of the same period, the enterprise marketing methods to satisfy consumers need to scale, as above century 60 s and seventy s, both men and women, old and young, clothing styles are similar, clothing factory as long as the uniform design production. After the reform and opening up, personalized needs gradually reflected, garment factories continue to use several traditional clothing styles in production, is not suitable for personalized needs, meet the demand of consumer personality of differentiation marketing, be the first choice of the clothing manufacturers. As the generation of mature after, the demand for consumer goods pay more attention to the feeling, such as with the emergence of the Internet, the net love, geek, become the era of proper nouns, traditional way of transmission have been unable to grasp the rapidly changing consumer feeling, only let consumer experience, for example, we can now often see enterprise products for consumers to try, new product launch site interaction and so on, these are the enterprise will be formed by all kinds of resources integration of the integrated marketing. In general, the Interne