互联网+背景下智能家电品牌升级研究

STUDY ON THE UPGRADING OF INTERNET PLUS BACKGROUND INTELLIGENT HOME APPLIANCE BRAND

在互联网+的时代背景下,家电企业只有灵活利用互联网+技术,坚持走创新发展的路径,积极开发智能家电,才能满足市场需求,才能生存与发展。文章在界定智能家电产业内涵和分析智能家电行业品牌发展现状的基础上,指出了目前智能家电行业品牌发展中存在的主要问题,针对性地从品牌意识、品牌国际化战略、品牌文化、品牌价值等角度提出智能家电产业品牌升级的对策建议,对于我国智能家电企业的转型升级具有一定程度的指导意义。

In the background of the Internet plus, household electrical appliance enterprises only use Internet plus technology, taking the path of innovation and development, actively develop smart appliances, in order to meet the market demand. Based on defining the connotation of intelligent home appliance industry and analysis of the status quo of brand development of intelligent home appliances industry, it points Out the major problems of brand development of intelligent home appliances industry, in terms of brand awareness, brand internatidnalizatidn strategy, brand culture and brand value of smart appliances industry to upgrade the brand which has certain suggestions. It is a guidance for the transformation of China＇ s intelligent household electrical appliance enterprises.