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品牌加平台——对网络购物发展模式的思考

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摘要 随着感性消费时代的到来,消费者是否购买产品的因素不仅仅在于产品本身,而在于对整个企业品牌资产的综合感知。同时,随着电子商务的兴起,企业也开始逐渐意识到网络支付和网络销售已成为企业持续获得竞争优势的有力手段。本文从品牌形象和网购风险两个方面入手,提出品牌加平台这一新营销模式产生的背景,并给出相应的管理对策。
作者 周春铭
出处 《商情》 2014年第7期94-94,共1页
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