The Construction And Management Of Internet Brand

Brand research in the traditional brand field has been deeply developed, the traditional brand marketing performed by P&G is splendid. After Internet which is called new media appeared, new economy which is represented by Internet Company was born and also the underlying marketing energy of traditional company was been blazing. All the company treats Internet as a new marketing field, a new sale channel and a new way of exchanging information. A new advantage in competition was created by Internet, the company who can't hold it will decline. My thesis is on the Internet brand marketing field. The aim of my research is to build the construction model of Internet brand, put forward ways how to manage the Internet brand and do some basic research for other researchers. There are three parts in my thesis, the transmitting mode of Internet brand, the construction model of Internet brand, the management of Internet brand. In the transmitting mode the key how to build brand image in the heart of Internet users is the online experience. The construction model provides the way to plan a new brand and how to consolidate the happy experience of Internet users on the Internet. The management of Internet brand put forward the ways how to manage the Internet brand. The innovation in my thesis is on three aspects. First, I give a new definition on Internet brand and build the transmitting mode of Internet brand. Second, I extend the traditional brand theory invented by Professor Su Yong and Doctor Chen Xiaoping into Internet background and give it a new connotation in the new field. All my research proved the traditional brand theory. Third, on the basis of the construction mode of Internet brand the management is discussed from three angels, the company culture, software engineer and demand analysis which is a new way in brand research and CI. The conclusion in the transmitting model is that the key is the experience of Internet users, the value and symbol is the factors which support the experience. In order to guarantee the conclusion is right, I just use the results proved by other researchers.