顾客导向的网络品牌建设之路

Way to Establishing Customer-Oriented E-Brands

在综合网络品牌以往研究的基础上,指出网络媒体的独特性在于其创造了一个互动的体验环境,从而导致了网络品牌在展示、绩效以及个性方面与传统品牌的差异。网络媒体和网络品牌的独特性决定了虚拟体验是建设网络品牌的有效途径,即为不同的消费者提供不同的虚拟体验,藉此展示品牌的不同属性,并最终形成不同的品牌效应。

From the literature review, it is pointed out that the uniqueness of the Internet media resides in the fact that it could create an interactive experiential environment, leading to the differences between e-brands and traditional ones in their presences, per{ormances and personalities. The uniqueness of the Internet media and e-brands determines that virtual experience is the vital way to es- tablishing e-brands, namely, providing different consumers with different virtual experiences to show different attributes of the e-rand, and producing different e-brand effects ultimately.