电子商务环境下的品牌建立及衡量.docxVIP

辽宁科技大学毕业论文 第?I?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 辽宁科技大学毕业论文 第?II?页 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 辽宁科技大学毕业论文 第?III 页 目录 摘要? ...................................................................