过度信息市场环境下企业网站的品牌竞争策略

Competition Strategy of Enterprise'S Website Brand under the Market Environment with Over-Information

互联网信息环境、市场竞争信息过度和需求信息过度的相互作用,导致过度信息市场环境的形成,市场从信息短缺时代"信息发现"的困难到信息过剩时代"信息识别"的困难,使企业网站也进入了顾客(用户)认知识别、点击浏览和潜在购买的过度竞争形态。由此,企业网站品牌竞争策略,要基于顾客的识别和忠诚,实施个性化、功能化和形象化等定位策略;同时,还应实施差异化域名、识别系统和网上网下组合等传播策略。

It results in the form of ＂market environment with over-information＂ that the internet information environment interacts with excessive market competition information and the excessive demand information. The market＇s difficulties have become how to identify information in the era of information surplus instead of how to discovery information in the era of information shortage. The enterprisers＇ websites also show the excessive competition state which customer to recognize, to click and to buy potentially. It is thought that the competition strategy of enterpriser website brand should implement the personal, functional and visual position strategy which bases on the customer＇s identification and loyalty and adopt the spreading strategy including difference of domain names, identification system and the mix of online and non-online ways.