电商背景下小微企业网络品牌构建的困境及解决对策初探

A Preliminary Exploration on Difficulties and Countermeasures of Micro Enterprises in Network Brand Building under the Background of E-commerce

在电商背景下小微企业开始构建自己的网络品牌,在构建的道路上会遇到品牌基础不清晰、投资资金不足、缺少专业人才、没有完善的宣传方案等困境,本文通过对小微企业和消费者的网购情况调查对小微企业的品牌构建提出寻找品牌特色,得到顾客认可,和大学合作,利用合适的工具宣传等对策,帮助企业构建网络品牌。

Under the background of ecommerce, micro enterprises begin to build their own network brands. On the way of building, they will encounter some difficulties, such as unclear brand foundations, insufficient funds, lack of professional talents, imperfect publicity programs . This article puts forward some advice through online investigation of micro enterprises and consumers to help enterprises build the network brands. For example, the micro enterprises should look for brand characteristics recognized by customers, or they can cooperate with universities, or use appropriate tools to advertise .