我国以情感为导向的网络品牌定位对策分析

我国以情感为导向的网络品牌定位对策分析

摘要：网络无情，怎样使网络变得有“人情味”，从而使网络品牌更深入人心，赢得消费者，这是很多企业迫切希望解决的1大难题，这也是本文写作目的所在。本文分析了我国以情感为导向的网络品牌定位的现状，找出其中所存在的主要问题，并研究其解决对策，使以情感为导向的网络品牌定位，进行情感营销成为真正的情感品牌。
本文首先介绍以情感为导向的网络品牌定位的基本理论知识。然后，说明了我国以情感为导向的网络品牌定位的现状和不足，在分析优势和劣势的基础上，针对问题探讨发展我国以情感为导向的网络品牌定位的对策：我国网络企业必须以长远的目光，做好品牌战略规划；我国网络企业必须确定品牌的定位类型；以情感为导向的网络品牌定位要清晰有力；以情感为导向的网络品牌定位要不断的情感升级，丰富内涵；以情感为导向的网络品牌定位其情感诉求要有规划；企业对以情感为导向的网络品牌定位的建设要有恒心。希望这些对策为我国企业进行以情感为导向的网络品牌定位提供借鉴作用。

关键词：网络品牌定位；以情感为导向的网络品牌定位；情感品牌

Network brand localization oriented by emotion
 
Abstract：With the heartless of network, how to make the network “human touch”, causing the network brand to strike root in the hearts of the people and win the consumers is a big difficult problem many enterprises earnestly hope to solve, and this also is the goal of this article. This article analyzes the localization of network brand with the guidance of emotion in our country, and researches the present situation to discover the main existing question. And then analyzes its countermeasure for solution, causing network brand with the guidance of emotion to become the emotion brand. （转载自中国科教评价网www.nseac.com ）
At first, this article introduces elementary theory knowledge of network brand localizing with the guidance of emotion. Then, it has emphatically analyzed the existing problems of network brand localizing with the guidance of emotion in our country .It mainly includes that make the plan for the brand, the emotion location of network brand is unsuitable for products in our country; is not clear; lack of connotation, and its emotion demand hasn’t any plan. Besides, the enterprises have enough perseverance to establish the network brand. Finally, this article proposes the countermeasure of developing network brand localization with the guidance of emotion in our country at the foundation of superiority and inferiority analysis, providing the model function for enterprises to carry on the localization of network brand with the guidance of emotion in our country.

Keywords： network brand localization; localization oriented by emotion；emotion brand