Search On Building Strategy Of The Brand About The Internet Company

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, at the same time the warfare of brand spreaded to the network. Brand is the core of the corporation's value, in the condition which there are too much information and too many homogenous things and service, the customers who is under the condition of serious asymmetric information want to reduce the risk of purchasing depend on the brand. The brand make much influence in the trend of the consumer's buying so the corporation make much important in the brand building. This is an opportunity or challenge, the company which can catch the predominance of competition and occupy the preponderant status of brand on the internet quickly make important effect on the developing of the corporation.Under this background the paper discuss the building strategy of the internet company's brand in four parts. The first part introduce the basic theory of the brand building, mostly discuss the conception of the brand, the essential of composing about the brand on company and the fundamental of the brand building, this part describe the basal theory of my thesis; The second part discuss the research on the brand building of internet company and point out the main problems; Firstly The third part bring out the strategy model of brand building about the internet company and make a brief recommend on the essentials of composing about the model, secondly go deep into the analysis of the strategy model in five aspects: the market investigation about the brand of internet corporation, orientation about the brand of internet corporation , the image-building of the brand, the spread about the brand of internet corporation and the evaluation system of the brand. The fourth part summarize the thesis and point out the shortcoming of the paper which is the direction in the future research.The paper want to solve the problem of the confusion about the brand building in the internet company, use a new conception about the brand of internet corporation and make a demarcation of research. The paper conceive a model about the building strategy of the internet company's brand which could come true. The paper hope to give a revelation for the brand building on the internet company.