摘要
阿里巴巴公司是中国乃至世界领先的互联网企业之一,其公司的品牌形象既受制于公司的定位、先进的理念、专业的电子商务服务和社会贡献,也日益受制于公司自身品牌会展活动的开展,而西湖论剑、网商大会和网货交易会是其主要的三大品牌会展活动。本文就阿里巴巴公司三大主要会展活动对阿里巴巴公司品牌影响的维度开展研究,力图揭示阿里巴巴公司品牌成长发展历程中,品牌会展活动所起的具体作用和影响,从而启发企业在品牌塑造中合理利用会展活动。
Alibaba Co.,Ltd.is one greatest of the Chinese even the world＇s leading Internet companies,the company＇s brand is not only subject to the company＇s positioning,advanced concepts,professional e-commerce services and contributions to the society,and is increasingly subject to the company＇s own brand event activities,while the West Lake Internet Summit,Internet Business Conference and Net Products Fair are the three main brand events.In this paper,writer focus on dimensions of Alibaba＇s three major events influence on Alibaba company brand,try to reveal the specific role and effect of the three main brand events in the Alibaba company brand growth,and stimulate enterprise rational use of event activities as a main method in the brand building.
出处
《特区经济》
2012年第7期296-298,共3页
Special Zone Economy
