The Research On Brand In Digital Information Service

As information technique develops so quickly with the wide spread of Internet, information resources have been the important strategic resources in knowledge economy society. The full use and effective development of it in modern society become an important driving force and also the key to economic success. Digital Information services plays a very important factor in economy development,culture construction and daily life in contemporary information society. With the transformation of economic system during reform and opening, and China's entering into WTO, people have paid more and more attention to brand idea in the fast developing times of Socialist Market Economy. Modern enterprises have been gradually changing from competition on products and quality to competition on brand.Today's economic life has transferred from the stage of substantial economic which regards products as the core, to the stage of brand economy that focuses on brand. Establishing a strong brand for information services industry itself, to enhance core competitiveness of China's information services enterprises effectively,which has been realized gradually by most of the enterprises. In the information society and Brand era, the studies on brand problems are going further gradually. Because the comprehensive systematic studies on the issues of digital information services brand are still relatively few, this paper aims to research on issues of digital information services brand. After describing the relevant concepts, the paper analyzes driving force for development of digital information services brand from aspects of digital information services market development and competition in the market, the asymmetric information perspective and promotion by brand development of information services; Then a preliminary study on issues of how to advance the brand development for digital information service, this paper probes into the strategy points for enterprises in developing brand for digital information services as well as brand marketing; Finally, taking Google, a digital information services company, as a specific case in studying its brand rapid growth. This paper is expecting to refer a bit for the development of brand marketing in China's digital information services.