Seek New Ways To Create A True Brand

Internet influences deeply our society including economic, policy, culture and style of life. Internet marketing, which applies information technology to marketing, bases on Internet market. When we bulid genuine brand, we maybe meet some obstacles such as Internet technology, electron payment, Internet safety, Internet morality. Especially the current consumptive system is not available to establish the credit of genuine brand. Genuine brand, for the sake of the consumer's demand, reveals the essence of brand ?fostering consumer's brand loyalty. It is an optimal approach to build and plan genuine brand on Internet.To plan genuine brand root in three basis theories, which include the value theory of Internet brand, the value theory of Internet consumer, the model of consumers' mentality and behavior reaction. The value theory of brand on Internet accounts for the signification of founding genuine brand; The value theory of Internet customer makes programmer realize benefits of internet consumer; The model of consumer's psychology and behavior reaction explains consumers' shopping action and the consciousness of forming brand on I internet.To plan genuine brand on Internet, the first, must project brand strategy. All process constituted by conforming the target of genuine brand, Internet market's segmentation, ascertaining Internet value, establishing genuine brand, brand assessment on Internet. The second, it must rely on website, local area network, intranet, fictitious community, e-mail, database cct. Such tactics and strategics as Intercommunion on Internet, experience in Internet, public relation, Internet advertise, have been used in planning genuine brand.Planning genuine brand on Internet concerns about not only theory but also practice. Enwei website (www.enwei.com.cn) established successfully displays outstanding superority on Internet. Meilin website (www.85818.com.cn) which built successfully up a genuine brand change a state-owned corporation into cogent brand. Amazon website (www.amazon.com) growing up exhibits unique charming of planning brand on Internet and creates the myth of Internet.The thesis researches a availability way for establish brand from a new angle and offer a new method to plan genuine brand.