Research On Life Cycle Of Online Brand

With the arrival of economic globalization, brand has been the talisman of success in modern market competition. Particularly entering the 21st century, with the development and applications of network technology, People has changed the way of information distribution and acceptance, and also changed the environment people live, work, study and cooperate. In the end of June 2008, the number of Chinese netizens reached 253 million, ranking first in the world .Facing the enormous market, the online brand developed like the rapid rise of mushroomed. Behind the prosperity vision of online brand because of the network rapid development, what we see is the online brand short-lived reality. The current average age of network companies is only 2 years old, while in China less than 2 years. Facing the complex and changing network environment, researching on life-cycle of online brand is the requirements of the current times.The model of fan - shaped brand life cycle break the point which traditional S-Brand life cycle theory suggested brand life is limited, brands move towards recession and even demise and this is the inevitable trend of brand development. Through the measures such as re-positioning and secondary branding strategies, network companies make the mature period unlimited extension, even into another growth stage, so long-standing popularity, at last into fan - shaped brand life cycle.This paper analyzes the online brand development status quo as well as the factors affecting online brand life-cycle. Based on the Bass model, the survival model of brand, brand fan life cycle theory, brand point of contact theory, customer value theory and analysis of gist for designing online brand life-cycle, the paper brings forward logic architecture for the model of online brand fan - shaped life cycle and preliminary designs the implementation model of online brand life-cycle.In this paper, against "short-lived" status of online brand, the author analyze the meaning of online brand life-cycle and the actors affecting online brand life-cycle, and also bring forward theoretical basis and practical basis for model constructing .On the basis of the principles and ideas of model, the paper brings forward logic architecture for the model of online brand fan - shaped life cycle and preliminary designs the implementation model of online brand life-cycle. In order to make the fan-shaped, life cycle of online brand come true, the paper poses the different marketing strategies in introduction period, growing period, well-known period and transfer period.