互联网背景下企业品牌形象的影响及作用机制.pdfVIP

2015.23 网络与信息工程 互联网背景下企业品牌形象的影响及作用机制 刘毅菲 （西安外事学院，陕西西安，710077） 摘要：随着全球经济和金融一体化的趋势不断深入式发展，国内企业的市场竞争越来越激烈化， 这种竞争已经对于传统企业 产品营销模式产生影响，即对单纯产品销售产生巨大冲击性效应，可见，提高市场核心竞争力要求企业关注于自身品牌建设， 品牌价值在企业战略市场构建中地位越显突出。本文在分析我国企业品牌建设现状和问题基础上，建设性提出移动互联网背 景下企业品牌建设对策分为三个方面，即系统性、集群效应、形象意识。移动互联网在我国企业品牌建设重要地位，表现在已经 成为企业可持续发展一个重要策略和手段，移动互联网和企业品牌之间融合性发展，将会不断增加企业品牌价值增值，有效形 成企业核心竞争力提升，更好服务于中国特色社会主义现代化建设。 关键词 ：移动互联网；企业品牌；对策研究 The influence of the Internet under the background of enterprise brand image and the mechanism of action Liu Yifei (XIAN INTERNATONAL UNIVERSITY，XIAN，710077) Along with the trend of global economic and financial integration development,domestic enterprises Abstract ： increasingly intensification of market competition, the competition have impact for the traditional enterprise product marketing model,namely the pure products have a huge impact effect, visible,enhance the core competitiveness of the market require companies to focus on the brand construction,brand value in the process of building enterprise strategic market position is all the more remarkable.Based on the analysis of our country enterprise brand construction present situation and problems,based on the constructive brand construction countermeasures put forward under the background of mobile Internet enterprise can be divided into three aspects, namely the systemic, image consciousness, the cluster effect.Mobile Internet enterprise brand construction important status in our country, in has become the enterprise sustainable development is an important strategy and method, the mobile Internet and fusion between enterprise brand development,will continue to increase brand v