Dissertation > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Advertising

Online Aggregation of Brand Communicating

Author ChenZuo
Tutor ShuYongPing
School Huazhong University of Science and Technology
Course Communication
Keywords Brand communicating Online aggregation Enterprise homepage Link Search Engine
CLC F713.8
Type Master's thesis
Year 2009
Downloads 171
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With the flourishing developments of the new economy, the Internet and e-commerce has gradually become one of the important driving forces of the world economic growth. In an age of Web 2.0 with continuous maturation and development, modern enterprises need to have an ever-changing attitude to respond to changing market. Therefore, brand online dissemination has become an effective solution.This paper aims to discuss how to effectively integrate the edge of Internet and brand communicating strategy, and then achieve the online aggregation of enterprise brand communicating. The article focuses on the ways of enlarging the influence and realizing the online aggregations by using the website links. The article focus on the strategy of links for the brand online aggregation communicating, which is different from the analysis on technology.The article is divided into four sections: Introduction, Brand communicating and aggregation analysis, Enterprise website and homepage link status, Enterprise homepage link settings strategy. In Section 1 Introduction(ChapterⅠ), we introduce the research background, literature review, research significance and method. In Section 2 Brand communicating and aggregation analysis (ChapterⅡ), based on brand theory and basic concepts of brand communicating theory, we illustrate the new harvest of the brand communicating theory’s application in Internet age: brand communicating aggregation and the long tail theory. In Section 3 Enterprise website and homepage link status (Chapter III, IV andⅤ), start with Web 2.0 and SEO development, we analyze the function and construction status of enterprise website, focuses on analysis of homepage link’s function and status from the two aspects of internal and external link on the basis of link theory. In Section 4 Enterprise homepage link settings strategy (Chapter VI andⅦ), according to present situation, we propose internal and external link settings feasibility and reference strategy, focuses on analysis of search engine link.In this paper, through our research, we guide enterprises to correctly understand of functions of website links and give full play to enterprise homepage link’s key role in the brand communicating, which will effectively achieve online aggregation communication and enhance the Internet image and influence of brand.

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