摘要
在线品牌,目前国外此类研究方兴未艾,而国内相关研究尚属空白,为了填补国内在线品牌文献回顾的空白,主要探讨了国外在线品牌的研究现状。基于传统离线品牌管理的结构,用文献归纳出在线品牌的特征以及在线品牌独特的沟通机制,提出了在线品牌的战略管理思想。
The research of online brand （e-brand） abroad is just on the threshold, but the domestic counterpoint is still unavailable. In order to give directing suggestion, we are going to fill up the unavailability of literature review and discuss the actuality abroad. Based on the structure of traditional brand management, we are going to summarize the essential character of online brand and its unique communicating mechanism. In conclusion, our expecting contribution relies on putting forward the strategy management of online brand.
出处
《科技创业月刊》
2007年第7期106-108,共3页
Journal of Entrepreneurship in Science & Technology
关键词
在线品牌
离线品牌
战略管理
on-line brand, off-line brand, strategic management
