数字化信息服务的品牌研究

发布时间：2018-08-14 18:11

【摘要】： 伴随着信息技术的飞速发展,互联网的全面普及,信息资源作为知识经济社会的重要战略资源,它的有效开发和充分利用已经成为现代社会经济发展的重要推动力和取得经济成就的关键。数字化信息服务日渐成为支撑信息化社会经济发展、文化建设和社会生活的至关重要的要素。随着改革开放与经济体制的转轨,我国加入WTO,在社会主义市场经济蓬勃发展的时代,品牌理念日益被全社会所重视。现代企业机构之间的竞争已由产品竞争、质量竞争逐步演变为品牌的竞争。今天的经济生活正在从以产品为核心的实体经济阶段,发展到了以品牌为核心的品牌经济阶段。树立信息服务业自己强有力的品牌,以有效增强我国信息服务企业机构的核心竞争力,这已逐渐被业界所重视。在信息化社会和品牌化时代的大背景下,对品牌问题的研究逐步深入,鉴于在数字化信息服务的品牌问题上全面系统化的研究还比较较少,本论文针对数字化信息服务的品牌问题进行研究。论文在相关概念阐述之后首先从数字化信息服务市场化发展与市场竞争、信息不对称视角和品牌化发展对信息服务企业机构的促进几个方面分析了数字化信息服务品牌化发展的动力。然后初步研究了数字化信息服务品牌化发展如何进行的问题,探讨了企业机构发展数字化信息服务品牌的战略规划要点,进而具体探讨了数字化信息服务品牌营销的常规策略。最后以数字化信息服务企业Google为具体案例分析了其品牌迅速成长为世界第一的发展之道。期待本文对我国数字化信息服务业的品牌化发展有一点点借鉴作用。
[Abstract]:With the rapid development of information technology and the overall popularity of the Internet, information resources as an important strategic resource in the knowledge economy society. Its effective development and full utilization has become an important driving force of modern social and economic development and the key to economic achievement. Digital information service is becoming a crucial factor to support the development of information society and economy, cultural construction and social life. With the reform and opening up and the transition of the economic system, our country joined the WTO, in the era of the vigorous development of the socialist market economy, the brand concept has been paid more and more attention by the whole society. The competition among modern enterprises has changed from product competition and quality competition to brand competition. Today's economic life is developing from the real economy stage with the product as the core to the brand economy stage with the brand as the core. To establish a strong brand of information service industry to effectively strengthen the core competitiveness of information service enterprises in China, which has been gradually attached importance to by the industry. Under the background of the information society and the brand age, the research on the brand problem has gradually deepened. In view of the fact that there is less systematic research on the brand problem of digital information service, This paper studies the brand of digital information service. After the related concepts are expounded, the thesis firstly starts with the market competition and the marketization of digital information service. This paper analyzes the impetus of digital information service brand development from the view of information asymmetry and the promotion of brand development to information service enterprises. Then it studies how to carry out the brand development of digital information service, discusses the key points of strategic planning for enterprise to develop digital information service brand, and then probes into the conventional strategy of brand marketing of digital information service. Finally, taking Google as the concrete case, the paper analyzes the way of developing its brand to the first place in the world. This paper is expected to be a little reference for the brand development of digital information service industry in China.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

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