Intersection Of The New Media--Brand Market On The Internet

Internet brought a very new life idea for the whole world within onlya decade or so. The highly convenience new media allow people to obtainthe information they wanted and for the first time, anybody can be adisseminator on the net field. Nevertheless, the info-dissymmetry makestrue the countless market opportunities. With the network technologybeing more extensively used in the commercial field, our modern societyis turning to a knowledge-based economic one instead of a so-calledindustry-based one. And the new network economy environment is formedat the same time. Compared with 4Ps'guidance in the traditional brandmarket, it reveals a more consumer-thought commercial trend. Emphasizingon consumer needs and wants, enterprises can now doing there brandpromotions and market activities on the network media to tighten up thererelationship with the people. Enterprise websites are built up to bethe windows that make it a progress for the communication between brandsand target consumers.According to the reported data, 80% of the China's over 3 millionenterprises have no websites and those existed websites are considerednot that optimistic. Brand extension is complicated and needs to be morepractical. The thesis starts from expatiating on the importance of thenew kind network media communication which is helpful on strengtheningthe modern brand management and consumer-loyalty build. Moreover, itdemonstrates how the world's famous brands benefits from the fantasticnetwork technology, what are the advantage of building an on-line brandand if it works for all the brands.The thesis is based on the point of view that no matter a enterpriseor brand is well-constructed or not, it's a huge opportunity for moststate-owned enterprises to reconsider there brand strategies in thesevere commercial competition. There are quite a lot researches on thenetwork brand communication, however this thesis enumerate the actualdifficulties and inaccuracies and focus on involving those obvious orunnoticed problems with a bran-new theory model. For the enterprisesthat are aware of the importance of brand market, the thesis presentsa new way to enhance their brand value.