论网络关系下的工商企业品牌战略

On Brand Strategy of Industry & Commerce Enterprise Based on Network Relations

无论是工商企业的内部环境还是外部环境都普遍存在着极为复杂的网络关系。对这些网络关系必须进行维护和管理,从而将企业的品牌战略和网络关系有机地联系为一体,让网络关系促进和推动品牌战略的实施,从而保证在网络关系中利益能够达到最大化。通过分析工商企业的品牌战略受网络关系影响的原因,从品牌理念、品牌效应和品牌战略几个方面探讨如何将网络关系管理引入到品牌战略中。

Whether the internal environment or the external environment of an enterprise is related with complex networks.For these networks,enterprises must maintain and manage to make the barnd strategies and network relations becoming one body,and let network relations promote the implementation of brand strategies to ensure that enterprises can achieve maximum business interests.The author analyzes the causes that commercial enterprises are influenced by the brand strategy network,and discusses how to introduce network relations management to enterprise brand strategy.