泉州民企网络品牌塑造的困境与策略

A Research on the Dilemma and Strategy of Quanzhou Private Enterprise Network Brand Building

泉州民企在网络品牌的构建过程中,相较传统品牌存在较大的区别,面临着诸多困境.文章先从梳理当前互联网经济下的企业网络品牌发展态势入手,分析泉州民企在从传统品牌向企业网络品牌构建的现状,并阐述当前互联网经济下泉州民企发展电子商务的情况,分析发展企业网络品牌面临的困境.最后,提出泉州民企塑造网络品牌是发展电子商务的重要战略,重点采用塑造网络品牌形象、建立品牌生态圈等解决策略,尤其聚焦于塑造企业网络品牌的形象与个性.

Compared with traditional brands,Quanzhou private enterprises are facing many difficulties in the process of building network brands.On this basis,this paper begins with combing the development trend of network brand under the current internet economy,and analyzes the current situation of Quanzhou private enterprises from traditional brand to network brand construction.Then,it expounds the development of e-commerce in Quanzhou private enterprises under the current internet economy,and analyzes the difficulties faced by the development of network brand.Finally,it proposes that Quanzhou private enterprises’building the network brand is an important strategy for the development of e-commerce,focusing on building the network brand image,building the brand ecosystem and other solutions,especially focusing on building the image and personality of the network brand.It is hoped to provide some inspiration for the development and innovation of Quanzhou private enterprise network brand.