A Study On The Network-brand Building Of Traditional Enterprises

With the homogenization of various products and individualization of consumption concepts, brands have become one of the most important factors which influenced the consumers'purchase. The competition of brands has been the most decisive strategy to win the market between the enterprises. The network, known as the fourth media, has not only provided the rapid channels to establish and promote the brands for the enterprises, but also enriched the relative connotation. How to exploit the propagation channels of brands, promote the connotation and establish the networking brands has been the inevitable choice for the enterprises to compete in networking. To establish the networking brands is a series of systems engineering.Based on Philips Kother's theory of brands, Keller's theory of brands assets and the theory of brands perceptible propagation, with the traditional enterprises as the objects of study and from the propagation channels of the virtual market on line and the questionnaire survey among the university students and office staff who use the mobile phones in their daily lives, my essay proposes such three compositions to establish the networking brands as traditional brands images, networking value and interests and networking propagation modes, gives detailed illustration of each crucial composition, analyzes the formation mechanism and the relative investigation data, presents the mode and research hypothesis to establish the networking brands and put forwards the specific implementation strategies for the traditional enterprises to establish the networking brands.