“互联网+”背景下工程机械品牌建设问题及策略

The Engineering Machinery Brand Building Problems and Strategy Under the Background of "Internet+"

随着网络信息化时代的来临,我国开始进入品牌建设大发展时代,工程机械产业经营生产也迎来了新的挑战与机遇。以"互联网+"时代为背景,以当前工程机械行业发展中受到网络时代影响为切入点,开展了信息化时代行业品牌建设策略研究。在这种新的产业发展趋势下,通过对网络时代企业发展新模式研究,将"互联网+"模式融入工程机械产业品牌建设过程中,研究重点在于解决工程机械企业品牌建设中遇到的瓶颈问题,在传统品牌建设模式基础上建设网络基础平台,利用互联网技术优势,为工程机械品牌建设提供研究支持。

With the coming of the network and information times,China has entered the era of great development of brand building,meanwhile the operation and production of engineering machinery industry also usher in new challenges and opportunities.Taking the "Internet+"era as the background,and taking the influence of the network age as the breakthrough point in the development of the engineering machinery industry,the strategy research of the industry brand building in the information age was carried out.Under this new industry development trend,the"Internet+"mode was integrated into the brand construction process of engineering machinery industry through the research on the new development model of enterprise in network times.In order to solve the problems of engineering machinery brand construction,basic network platform was built on the basis of the traditional brand construction mode and it was necessary to use the advantages of Internet to support the construction of engineering machinery brand.