A Study On The Enterprise Website Image Design And Its Promotion Based On Brand Positioning Theory

The current enterprise competition has already been extended to Internet. As regards China's conditions at present, enterprise build website for following several original intention: First, popularize the corporate image through the network, propagate enterprise's products , service and culture, these are components in enterprise CIS strategy , should be extended and permeated in the construction of websites; Second, with the Arab psychological, every enterprise must have one;Third, build the online E-commerce platform, use website as its marketing channel. Above three kind of situations are in the majority by the first kind of situation, it is also the most realistic and most general situation at present. In the modern society, regardless of the physical product, the economical commercial activity, or basic necessities of life, are about "packaging", "design", the design has been involved in all aspects of society, the images of enterprise's websites are designed and arisen at the historic moment too, can be said to be the extension of the enterprise CIS strategies in the network.When the material civilization achieved certain degree, people are no longer only satisfied with having plenty of food and clothing. When more and more people begin to pursue one kind of cultural or intension, the brand time has already arrived quietly in front of us. The Internet birth is an information based society revolution, the one who had the network then to have the whole world, the brand time summons the brand website. How to make a successful website from brand positioning theory has been proposed by enterprise's administrator. The article conjoins the methods of theory and practice, discusses the issue of the image design of enterprise website from brand positioning theory, the purpose is providing theoretical basis and practical guidance for enterprise's administrator and designer of enterprise website, thus make enterprises establish the image in Internet and strengthen the competition capability.The article includes four parts, the first part is a theoretical part, in which I introduce the basic concepts about website image design and the brand promotion; The second part elaborated the enterprise website image design with emphasis; The third part introduced the enterprise website promotion general strategy; Finally unifies a concrete example, explained the enterprise website image design and the brand positioning relations.