Network Economic Environment, The Online Bookstore Branding

This is always a hot point and front line gambit about Internet economy in recent years. After the wild roller-coaster ride of the Internet economy in the year 2000,we are somehow slipping into a more calmness thought. This paper emphasis researches how to figure Internet brand with background of marketing countermeasure transform in the condition of Internet economy. It point out the different about traditional marketing and on-line marketing.At first, this paper point out that the core of Internet economy is electronic commerce and sum up several running modes of electronic commerce. It analyzes the meanings and the theory of on-line marketing. It also analyzes the significance and the method in figure brand.This paper also open out commonly policy on Internet brand founding from composing,naming and seeing. Simultaneity, the paper sum up six marketing countermeasures of found Internet brand.This paper sum up ten new currents of Internet brand figuring in condition of Internet economy base on the basic of analyze and contrast with the condition of traditional economy and Internet economy. These new currents bring some new characteristic with Internet brand figuring policy compare Internet brand with traditional brand. In fact, the Internet brand figuring and the traditional brand figuring still have common ground. We should extending the traditional ways of found brand instead of spurn them. It should be the develop way of market selling that combines the predominance of traditional economy with the advantage of Internet economy.This paper combines theory research with case analysis together. It emphasis analyze the brand figuring process of Buildbook.com with typical electronic commerce case basis on the new characteristic in the condition of Internet economy. At the same time, this paper compare with the characteristic of buildbook.com and the other two famous web stage in nation, it consummate the brand figuring about Buildbook.com in positive and negative step by step. After bring forward seven suggestions, this paper gives us a maneuverability circulate mode on how analogy corporations to figure brand in the condition of Internet economy.