A Research On Brand Spread On The Internet Of Small And Medium-sized Enterprises

The brand is not only a banner that people strive to claim in globalization economy, but also one of the most enthusiastic topics nowadays. The network is having changed people's life-style and values with hitherto unknown speed since entering Internet Age. This not only means one new technique, more important, it means the new implement and tool for the marketing and brand strategy.Nowadays,Many famous large-scale enterprises in China are having striven in the Internet, and have already displayed a bit effect. But for the most small and medium-sized enterprises, the network is still a stranger field. Because of the immature know to the network, there are much deficiency and mistake areas in their use of network. So, how do the small and medium-sized enterprises combine the tradition brand marketing way with the making use of Internet to carry out the brand marketing way to make enterprise's brand marketing more perfect and make the enterprises' overall image be advanced? This is also the purpose of the thesis.So the purpose of thesis is to make the small and medium-sized enterprises know the correct relation between the brand and the network, and to make the network become the forceful medium that the small and medium-sized enterprise's brand spread. In this paper, it described the relations of Internet and the brand spread of the small and medium-sized enterprises, and analysed the primal problems that existed in the brand spread of the small and medium-sized enterprises first ;Then, based on the analysis of the off-line brand, and the effect of Internet, it discussed the signification of the brand spread on the Internet ,and then, sumed up as three principal aspect ultimately:(1)Exist of underline enterprise's brand and develops(2) A certain manifestations of the enterprise's brand on the network(3)Use certain Internet information to transfer the brand, and this three aspects had run through full text, on the base of these, it had structured the "magnifying glass" model of network propagated brand; Finally, based on the "magnifying glass" model and systematically analysis of the theory and researches of practice of enterprise 's competition in economics, it gave the strategy of the brand spread of the small and medium-sized enterprises. It's my pleasure that my paper will be useful for the small and medium-sized enterprise's brand spread.