论 文网品牌传播策略探究.docVIP

摘 要 经过十几年的高速发展，互联网不仅改变了人类的生活方式，也深刻的影响了网络品牌的传播方式。网络不仅仅是一种新兴媒体，它已经嵌入了人们日常生活的各个方面，越来越多的企业从最初的网络营销开始，到如今越来越重视网络品牌的发展和传播。 本文分析网络品牌传播的特点，阐述了国内外相关研究现状，深入分析了目前网络品牌传播的现状以及存在的主要问题，进而从品牌定位，广告，公关等方面分析和构建了品牌传播的策略措施。通过对网络品牌传播的特点，内涵等深入系统的研究，对网络上最新的传播工具的深入研究分析，构建品牌在互联网上的传播策略，模式及评估体系，有助于企业增强与消费者的良好关系和品牌知名度。在前述研究基础上，提出促进我国企业有效构建网络品牌的对策，对企业有很好的借鉴意义。 关键词：网络品牌；传播策略；互联网 Abstract With over ten year’s fast development of interact，it has not only changed the lifestyle of human life，but also impacted the brand communication of enterprises profoundly．Internet is not merely a new media；it has embedded in every aspects of human lifeMore and more enterprises pay more attention on the brand communication on internet than the simple interact marketing in previously．At present，the majority of enterprises have no concept of how to integrate various tools to communicate the brand and how to assess the results． The dissertation firstly analyzed the character of interact communication，the related group behavior and brand communication environment, then took a deep review of the present situation and major problems of interact-based brand communication, further analyzed and constitute the strategy and methods of brand communication based on brand positioning, advertisement, public relations and communication channels．It provided the references for the companies of different type, character and developing stage by the profound analysis and research of various communication strategies．In addition，the dissertation constitutes the outcomes assessment index system of internet-based brand communication by the analysis of factors impacted on internet-based brand communication．In the end，it analyzed the present brand communication situation and developing strategy of company Cherry． Keywords：internet brand, communication strategy, internet 第一章 绪 论 1.1选题目的和意义 1.1.1论文选题的目的 随着电脑的广泛应用和通讯设备的飞速发展，实现了信息的即时传播和处理，建立在计算机和通讯技术基础上的国际互联网，连接了全世界范围内的计算机网络系统，使得网络信息成为全世界的共享资源，也使得信息在全球范围内传播。基于此形成了新的经济形式-电子商务。与此同时，随企业和个人上网人