差异化网络品牌的构建与传播

Differentiated Cyber-Brand Construction and spreading

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.