Research Of Brand Strategy Under The Internet Environment

Nowadays, brand has become the strategic tool of enterprises use to win market. How to plan and manage brand strategy scientifically is a significant problem which enterprises have to be faced with. But in inner corporations, there are still so many misconceive on brand. This paper had made a thorough inquiry of brands, then emphasized the significance of intercommunion in building brand. Now, internet influences deeply our society including economic, policy, culture and style of life. Off-line brand are changing into on-line brand. How to build brand through internet has been a new work to our brand manager. First, this paper corrected the idea about on-line brand, then created a model of the relation between off-line brand and on-line brand. To build brand on Internet must project brand strategy first. The second, it must rely on website, fictitious community, on-line advertisement, e-mail etc. Such tactics and strategies as Intercommunion on Internet. This paper systematically researched the practice of our corporation's competition in economics, marketing, society's theory, analyzed the enactment, decision-making, enforcement of brand strategy, and provided some suggestions to our inner corporations. It's my pleasure that my paper be useful to our inner corporations. The paper is divided into five parts. The first part introduce the way of this thesis. The second part focused on the meanings of brand and brand strategy. The third part corrected the idea about on-line brand and create a model of the relationship between off-line brand and on-line brand .The forth part researched the off-line brand strategy and gave some advises on it. The last part ,this paper researched the off-line brand strategy.