电子商务环境下的品牌策略研究

电子商务环境下的品牌策略研究
 
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化进程。电子商务环境下的品牌策略，是1个企业成功实现品牌网络化的关键。
本文首先对电子商务及品牌的含义进行概述，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面临的问题，最后针对这些问题提出了相应的品牌策略，为我国传统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，发展自己的网上品牌还处在初步意识阶段，但随着电子商务的广泛应用，这1现状将得到改善。企业应根据自身条件与特点，制定出网上品牌策略，选择正确的品牌营销方式，争创名牌。

关键字：电子商务；品牌；品牌策略

Under Electronic Commerce Environment Brand Strategy Research
 
Abstract: Along with the network economy arrival, the electronic commerce by the incomparable superiority, sped up the enterprise brand network advancement. Under the electronic commerce environment brand strategy,is an enterprise success realization brand network key.
This article first carries on the outline to the electronic commerce and the brand meaning, has analyzed the electronic commerce to the traditional brand strategy influence, then proposed under the electronic commerce environment, the question which our country enterprise brand faces, finally aimed at the question to propose the corresponding brand strategy, has provided the countermeasure for the our country tradition enterprise brand on-line promotion.
Although Chinas enterprises in the implementation of brand strategy and develop their own online brand awareness is still in the preliminary stage. But with the 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 names.

Key words: electronic commerce ; brand ; brand strategy