网络店铺品牌建设研究

发布时间：2018-06-30 03:34

本文选题：品牌经济学 + 网络店铺　；参考：《山东大学》2009年硕士论文

【摘要】： 网络店铺是通过独立域名网站或第三方提供的交易平台,以电子商务的方式,主营零售业务的店铺,它的外延包含且仅包含了B2C与C2C这二种电子商务模式。开展网络店铺品牌建设的研究是基于二个原因。一是在电子商务高增长的背景下,作为网上零售业务的B2C、C2C的品牌格局尚不明朗;二是网络店铺品牌建设空间广阔,网络店铺的品牌建设尚未引起足够的关注,也缺乏足够的理论研究可供参考。本文的主要理论框架架构于品牌经济学纸上,具体运用了文献研究法、经验总结法、个案研究法、功能分析法、数量研究法、模糊数学分析法及探索性研究法等多种研究方法。从论文的内容结构来看,本文的主要内容可概括为三个部分。第一部分是进行了网络店铺特征分析,指出网络店铺进行品牌建设的必要性与可行性,并以模糊数学分析的方法推导并建立了PE-Cc模型。第二部分则是以品牌经济学的视角介入网络店铺的研究,进行了网络店铺品牌建设机制探索,建立了BCB模型,并探索了网络店铺品牌建设情感导向机制及网络店铺品牌建设的时间机制、空间机制等。这其中的BCB模型既是网络店铺品牌建设路径选择的依据,同时也是网络店铺的品牌建设是否取得成功的评判标准。BCB模型具体涉及了四个点,即存在强势品牌的市场的品类选择模型、尚不稳定的市场格局中的品类选择模型、存在品类级品牌的市场的品类选择模型及商标的二维分类。第三部分是对网络店铺品牌建设的策略探讨,提出了适度延伸策略、文化顺势策略、商标确立策略、品类细化策略、品类开发策略、客户情感策略等六个建议。从论文的章节结构来看,本文的主要框架包括了五个部分。分别为导言、综述、网络店铺特征探索、网络店铺品牌建设机制探索及策略部分。本文的创新点集中于在二个方面,一是目前关于网络店铺的研究主要集中在产业链研究、价值链与盈利模式研究、营销推广研究、配套服务研究四个方面,本文则是将品牌经济学首次引入了网络店铺的相关研究中并进行了一系列的探讨与探索。二是在文中提出了若干个理论模型,并探讨了若干个机制。在对网络店铺的品牌建设的必要性与可行性探索中,提出了PE-Cc模型;在网络店铺的品牌建设机制探索中,总结并延伸出BCB模型及网络店铺品牌建设的时空机制。另外,关于网络店铺的诸多特征的总结归纳也是本文的一个创新。
[Abstract]:The online store is a kind of retail store which is provided by an independent domain name website or a third party. Its extension only includes B2C and C2C. The research of brand construction of network store is based on two reasons. First, under the background of the high growth of electronic commerce, the brand pattern of B2CU C2C, which is the online retail business, is still unclear; second, the brand construction of the online store has broad space, and the brand construction of the online store has not attracted enough attention. There is also a lack of sufficient theoretical research for reference. The main theoretical framework of this paper is based on the paper of brand economics, which uses many research methods, such as literature research, experience summary, case study, function analysis, quantitative analysis, fuzzy mathematics analysis and exploratory research. From the content structure of the paper, the main content of this paper can be summarized into three parts. The first part is the analysis of the characteristics of the network store, points out the necessity and feasibility of the brand construction of the network store, and deduces and establishes the PE-Cc model by the method of fuzzy mathematics analysis. The second part is the research of the online store from the perspective of brand economics, the exploration of the brand construction mechanism of the online store, and the establishment of the BCB model. It also explores the emotional orientation mechanism of online store brand construction and the time mechanism and space mechanism of network store brand construction. The BCB model is not only the basis for the choice of the brand construction path of the network store, but also the criterion for judging the success of the brand construction of the network store. The BCB model specifically involves four points. That is, the category selection model of the strong brand market, the category selection model in the unstable market pattern, the category selection model of the market with the category brand and the two-dimensional classification of the trademark. The third part is to discuss the strategy of the network store brand construction, and put forward six suggestions, such as moderate extension strategy, cultural homeopathy strategy, trademark establishment strategy, category refinement strategy, category development strategy, customer emotion strategy, etc. From the chapter structure, the main frame of this paper includes five parts. It is the introduction, the summary, the network shop characteristic exploration, the network shop brand construction mechanism exploration and the strategy part. The innovation of this paper is focused on two aspects. Firstly, the current research on online store mainly focuses on four aspects: industry chain research, value chain and profit model research, marketing promotion research, supporting service research. This paper is the first time to introduce brand economics into the related research of online stores and a series of exploration. Second, several theoretical models are proposed and some mechanisms are discussed. In the exploration of the necessity and feasibility of the brand construction of the network store, the PE-Cc model is put forward, and the BCB model and the space-time mechanism of the brand construction of the network store are summarized and extended in the exploration of the brand construction mechanism of the network store. In addition, the summary of many features of the network store is also an innovation in this paper.
【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;F713.36

【引证文献】