Dissertation
Dissertation > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management

The Research of Brand Is Built on the Internet

Author LiangShuang
Tutor LinJingYang
School Dalian University of Technology
Course Art of Design
Keywords Internet brand network brand building network brand
CLC F274
Type Master's thesis
Year 2010
Downloads 22
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Internet industry in China was impacted because of the global financial crisis in2009.Moreand more people propose the healthy development of Internet industry and the fusion of networks gets faster with it has being recover.Nowadays, China has become the largest Internet countries in the world.The coverage of Internet is higher than the world average.Both of the market environment and economic strength are rapidly expanding.In this circumstance,it becomes more and more important to build a brand.We must take full advantage of the features of Internet media to build a new online brand theory instead of copying the previous experience byrote.Traditional brand marketing concept appeared and developed in a era when the informationwas spreaded slowly.The objective circumstances made the brand marketing concept and methods conservative.Therefore,the old brand marketing concept has been out of fashion and demoded in the violent brand marketing competition at the era of internet. We need a better way ofbrand marketing which mainly introduce how to build up a internet brand to improve its brand value in the internet era.Firstly, this thesis start from the research of internet environment todescribe the related theories about brand, internet brand, comparatively analyze the common and individual characteristics of internet brand and traditional brand. Combining the feature ofinternet and theories of brand, a new idea of internet brand is set up.Through the analysis of foreign top-ranking internet brand building and draw on the experience of domestic popular internet brand such as BAIDU.COM, TAOBAO.COM and TENCENT also based on the communication theory then comes up a method of internet brand building and disseminating with feasibility the following aspects of internet brand positioning, image and expansion.

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