中小企业品牌网络化传播研究

发布时间：2018-01-21 22:49

本文关键词： 中小企业品牌网络传播　出处：《大连海事大学》2008年硕士论文　论文类型：学位论文

【摘要】： 品牌,是全球化经济浪潮中,人们力图高攀的一面旗帜,也是当今社会谈论的最热烈的话题之一。进入互联网时代以来,网络以前所未有的速度改变着人们的生活方式和价值观念。这不仅意味着一项新技术的诞生,更重要的是它为营销及品牌策略提供了新的手段和工具。目前来看,一些国内大型知名企业通过网络对其品牌进行传播,已经略显成效。但对于大多数中小企业而言,网络还是一个比较陌生的领域,对网络认识的不成熟,使得他们在对网络的运用中存在着很多的不足和误区。那么,中小企业应如何将传统的品牌营销和利用互联网进行品牌营销相结合起来,使中小企业的现有品牌得到更有效的传播,从而使企业的整体形象得到提升呢?这也正是本论文的研究目的。本论文旨在使中小企业正确的认识品牌和网络的关系,并使网络成为中小企业品牌传播的有力媒介。论文首先简述了互联网与中小企业品牌传播的关系,并总结分析了目前我国中小企业品牌网络化传播中存在的主要问题;其次,论文在分析网下品牌的内涵的基础上,结合互联网对网下品牌的影响,得出了品牌网络化传播的含义,并最终归纳为以下三个方面:(1)网下实体企业品牌的存在和发展(2)企业品牌在网络上有一定的表现形式(3)选择互联网信息传递手段有效传播企业品牌,这三方面贯穿全文,并在此基础上构建了品牌网络化传播的“放大镜”模型;最后,论文结合“放大镜”模型,运用理论研究与案例分析相结合的方法,得出中小企业品牌网络化传播策略。期望能给我国中小企业的品牌建设提供参考。
[Abstract]:Brand, in the wave of globalization economy, people try to climb a banner, but also one of the hottest topics discussed in today's society. Since entering the Internet era. The Internet has changed people's way of life and values at an unprecedented speed, which not only means the birth of a new technology, but also provides new means and tools for marketing and brand strategy. At present, some domestic large and well-known enterprises spread their brands through the network, which has been slightly effective. But for most small and medium-sized enterprises, the network is still a relatively unfamiliar field. The immature understanding of the network makes them have a lot of shortcomings and misunderstandings in the use of the network. So, how should small and medium-sized enterprises combine the traditional brand marketing with the use of the Internet for brand marketing. Make the existing brand of small and medium-sized enterprises to get more effective dissemination, so that the overall image of the enterprise has been improved? This is the purpose of this paper. The purpose of this paper is to make SMEs understand the relationship between brand and network correctly, and to make the network become a powerful medium of brand communication for SMEs. Firstly, the paper briefly describes the relationship between Internet and brand communication of SMEs. And summarizes and analyzes the main problems existing in the network communication of small and medium-sized enterprises in our country at present; Secondly, based on the analysis of the connotation of offline brand, combined with the influence of Internet on offline brand, the meaning of brand network communication is obtained. And finally summarized into the following three aspects: 1) the existence and development of the offline entity enterprise brand) the enterprise brand has a certain form of expression on the network. Choose Internet information transmission means to effectively spread the enterprise brand. These three aspects run through the full text, and on this basis, the "magnifying glass" model of brand network communication is constructed. Finally, combined with the "magnifying glass" model, the paper uses the method of theoretical research and case analysis to obtain the strategy of brand network communication for SMEs, which is expected to provide a reference for the brand construction of SMEs in China.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

【引证文献】