摘要
网络品牌的时空优势可以提高品牌知名度,内容优势可以提高品牌认知度,互动优势可以增加品牌忠诚度。我国网络品牌同质化严重,竞争激烈,准入门槛越来越高。差异化网络品牌定位于目标消费者和核心价值。塑造差异化网络品牌,其名称和属性要差异化。网络品牌传播注意做好目标受众的分析,传播工具的互补,传播信息的一致。
Time and space advantages of the network brands can improve brand awareness; the contents advantages can improve brand eognitive; interaction advantages can increase brand loyalty. China's network of brand homogenization is very serious; the admittance threshold is getting higher and higher. Differentiated Cyber--brand locates to the target consumers and the core values. Shaping differentiated Cyber--brand lies in the name and attributes differentiated. Network brands spreading must pay attention to the analysis of the target consumers, complementary of spreading tools and consistency of spreading information.
出处
《安庆师范学院学报(社会科学版)》
2009年第2期5-8,共4页
Journal of Anqing Teachers College(Social Science Edition)
关键词
网络品牌
差异化
构建
传播
Cyber-brand
Differentiated
Construction
Spreading