网络品牌生命周期研究

发布时间：2018-05-07 23:39

本文选题：网络品牌 + 品牌生命周期　；参考：《山东大学》2009年硕士论文

【摘要】： 随着经济全球化的到来,品牌已成为现代市场竞争的制胜法宝,尤其是进入21世纪,随着网络技术的发展和应用,改变了大众对于信息的分配和接受方式,改变了人们生活、工作、学习、合作和交流的环境,截至2008年6月底,中国网民数量达到2.53亿,网民规模跃居世界第一位,面对如此巨大的市场,网络品牌也像雨后春笋般迅速崛起。在网络飞速发展带来的网络品牌的繁荣景象背后是网络品牌短命的现实。目前蓬勃发展的网络公司的平均寿命只有2年而已,而在中国,网络公司的平均寿命甚至还不到2年。现有品牌研究大多数是基于传统品牌的研究,近年来虽也发表了一些对网络品牌的研究,但是,专门就网络品牌生命周期的研究却并未涉足,本文针对这种情况,就网络品牌的生命周期进行研究,填补了理论上的空缺,并对实践提供指导。网络品牌扇型生命周期打破了传统的S型品牌理论认为网络品牌寿命是有限的,网络品牌走向衰退并最终走向消亡是品牌发展的必然趋势的观点,网络企业品牌通过实施再定位和二次品牌化战略等措施,使网络品牌成熟期得以无限延长,甚至可以使网络品牌由成熟期转入另一个成长期,从而历久不衰,进入扇形生命周期。本文通过系统分析、文献研究和对比分析等方法来总结网络品牌生命周期的相关内容,并分析网络品牌生命周期的影响因素,运用Bass模型、品牌生存模型、品牌扇型生命周期理论、品牌接触点理论以及顾客价值理论并在分析网络品牌生命周期模型设计的现实依据的基础上,依据构建原则和构建思路,提出了网络品牌扇形生命周期模型的逻辑架构,并初步设计了网络品牌扇形生命周期的实施模型。本文针对网络品牌“短命”的现状,通过文献综述来分析网络品牌生命周期的内涵和类型,并总结网络品牌生命周期的影响因素,分析模型构建的理论依据和现实依据,依据构建原则和构建思路,提出网络品牌生命周期的逻辑模型和实施模型,并提出网络品牌生命周期各个阶段应该采取的策略,为网络品牌跳出传统的S型生命周期,进入网络品牌的扇形生命周期提供指导。
[Abstract]:With the arrival of economic globalization, brand has become a magic weapon in the modern market competition, especially in the 21st century. With the development and application of network technology, it has changed the way the public distributes and accepts information and changes people's lives. By the end of June 2008, the number of Internet users in China had reached 253 million, ranking first in the world. In the face of such a huge market, Internet brands have sprung up rapidly. Behind the prosperity of the network brand brought by the rapid development of the network is the short-lived reality of the network brand. The average life span of the booming internet companies is only 2 years, while in China, the average life span of the network companies is less than 2 years. Most of the existing brand research is based on the traditional brand, although in recent years there have been some research on the network brand, but the research on the life cycle of the network brand has not been involved, this paper aims at this situation. This paper studies the life cycle of network brand, fills the gap in theory and provides guidance for practice. Network brand fan life cycle breaks the traditional S brand theory that network brand life is limited, network brand decline and eventually die out is the inevitable trend of brand development. Through the measures of repositioning and second brand strategy, network enterprise brand can extend the maturity period of network brand indefinitely, and even make the network brand change from mature period to another growing period, so that it will last for a long time. Enter the sector life cycle. Through systematic analysis, literature research and comparative analysis, this paper summarizes the related contents of network brand life cycle, and analyzes the influencing factors of network brand life cycle, using Bass model, brand survival model. Brand fan life cycle theory, brand contact point theory and customer value theory, based on the analysis of the practical basis of network brand life cycle model design, according to the construction principles and ideas, The logical framework of the sector life cycle model of the network brand is proposed and the implementation model of the sector life cycle of the network brand is preliminarily designed. According to the current situation of network brand "short life", this paper analyzes the connotation and type of network brand life cycle through literature review, summarizes the influencing factors of network brand life cycle, and analyzes the theoretical basis and practical basis of model construction. According to the construction principle and train of thought, this paper puts forward the logical model and implementation model of network brand life cycle, and puts forward the strategies that should be adopted in each stage of network brand life cycle, so that the network brand can jump out of the traditional S-type life cycle. Enter the network brand sector life cycle to provide guidance.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

【引证文献】