“互联网+”背景下品牌推广研究——以青岛市地方品牌为例

Research on Brand Promotion in the Background of"Internet Plus"with Local Brands in Qingdao as an Example

互联网热潮的持续高涨使品牌之争从传统媒介延伸到互联网领域,如何利用互联网的优势进行品牌推广是当今品牌企业应关注的首要问题。基于结构方程模型,以青岛市地方品牌为例,从品牌形象、品牌竞争力、品牌网络宣传以及品牌推广效果四个维度选取可能存在的影响因素,研究影响因素与品牌推广之间的关系。结果表明,品牌形象、品牌竞争力及品牌网络宣传等因素均对青岛地方品牌推广产生直接正向影响,进一步从影响因素角度探讨了提升青岛地方品牌推广的策略。

With the continued rise of the Internet boom,brand competition has extended from the traditional media to the Internet.How to use the advantages of the Internet to promote the brand is the primary issue that brand enterprises should pay attention to today.Based on the structural equation model(SEM),taking the local brand of Qingdao as an example,we select the possible influencing factors from four dimensions of brand image,brand competitiveness,brand network promotion and brand promotion effect to study the relationship between influencing factors and brand promotion.The research shows that the brand image,brand competitiveness and brand network propaganda all have a direct positive impact on the promotion of local brand in Qingdao.The strategy of promoting local brand promotion in Qingdao is also discussed.