国内门户网站的品牌塑造及形象推广

发布时间：2018-03-16 14:39

本文选题：门户网站　切入点：品牌推广　出处：《吉林大学》2007年硕士论文　论文类型：学位论文

【摘要】： 网络媒体自在20世纪90年代中期在中国向社会公众开放接入服务后,开始迅速发展和普及,在1998年5月召开的联合国新闻委员会上,互联网被正式确定为继报刊、广播、电视之后的第四媒体,至2000年,“网络媒体”在国内取代“第四媒体”开始广泛使用。品牌是营销学和广告学广为使用的一个概念。在时间上,品牌自身经历了一个发展过程,不同的人对品牌的理解也不尽相同。随着互联网对人类生活的影响越来越深入,传统品牌的塑造方法受到了影响和挑战。本文以综合性门户网站(如新浪、搜狐)为研究对象,主要讨论和总结作为新兴互联网行业企业代表的公司在传统物质形态环境向互联网虚拟环境过渡中,在品牌塑造、传播方法和策略上的成功经验以及互联网品牌塑造的一般原理。论述如何成功的进行企业网站的形象设计,结合具体实例对企业网站的品牌推广进行了较为深入的分析和研究。中国门户网站在经历了互联网行业漫长的冬天后,终于找到了网络广告服务、移动增值服务和网络游戏服务“三驾齐驱”的盈利模式,迎来了互联网行业的复苏。然而,主要营收来源的集中也带来了门户网站之间激烈的竞争。在这种背景下,清楚辨析企业的竞争力所在,以指导制定有效的发展战略已成为国内各门户网站必须认真思考的问题。本文分为四个部分,第一部分介绍了门户网站的概念及发展趋势;第二部分介绍了国内互联网品牌建设的现状及一般原理;第三部分重点论述了网站的形象设计及推广的一般策略;最后结合具体实例,分析了网站的企业竞争力。
[Abstract]:Internet media began to develop and popularize rapidly after opening access services to the public in China on the middle of 1990s. In May 1998, at the UN News Committee, the Internet was formally confirmed as a newspaper and broadcast. In 2000, after TV 4th media, "network media" replaced "4th media" began to be widely used. Brand is a widely used concept in marketing and advertising. Over time, brand itself has gone through a process of development, and different people have different understanding of brand. The traditional brand shaping method has been affected and challenged. This paper takes the comprehensive portal (such as Sina, Sohu) as the research object. The main discussion and summary of the emerging Internet industry as a representative of companies in the traditional physical environment to the virtual environment of the Internet transition, in the brand shaping, The successful experience of communication methods and strategies and the general principle of Internet brand shaping. This paper discusses how to successfully design the image of enterprise website, and makes a deep analysis and research on the brand promotion of enterprise website with concrete examples. After a long winter in the Internet industry, Chinese portals have finally found a profitable model of "three drivers driving" online advertising services, mobile value-added services and online game services, and ushered in a revival of the Internet industry. The concentration of main revenue sources has also brought fierce competition among portals. Under this background, it has become a serious problem for domestic portals to clearly distinguish the competitiveness of enterprises in order to guide the formulation of effective development strategies. This paper is divided into four parts, the first part introduces the concept and development trend of portal, the second part introduces the current situation and general principle of domestic Internet brand construction. The third part focuses on the general strategy of website image design and promotion.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：G219.2-F

【引证文献】