| B2C电子商务网络品牌建设探析 |
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| 引用本文： | 何建华.B2C电子商务网络品牌建设探析[J].芜湖职业技术学院学报,2013,15(1):13-16. |
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| 作者姓名： | 何建华 |
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| 作者单位： | 安徽师范大学经济管理学院,安徽芜湖,241000 |
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| 基金项目： | 2012年度安徽省高校省级优秀青年人才基金项目(2012SQRW017ZD);2012年度安徽省高校省级自然科学研究项目(KJ2012z118) |
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| 摘 要： | 缺乏品牌建设是我国B2C电子商务经营中出现的一个突出问题.网络品牌不同于传统品牌,其建设策略应从知名度、信息传递、转化率和美誉度四个递进层次展开.网络品牌建设是一个长期投资过程,企业应以顾客为导向,根据自身产品与服务的特点利用网络和传统方式创建自己的网络品牌.
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| 关 键 词： | B2C电子商务 网络品牌 知名度 信息传递 转化率 美誉度 |
Analysis on the Network Brand Construction of the B2C E-Commerce |
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| HE Jian-hua.Analysis on the Network Brand Construction of the B2C E-Commerce[J].Journal of Wuhu Vocational Institute of Technology,2013,15(1):13-16. |
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| Authors: | HE Jian-hua |
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| Institution: | HE Jian-hua |
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| Abstract: | Lack of brand construction is a prominent issue in B2C e-commerce operations. Different from the traditional brand, its Constructing strategies can be formulated from four progressive levels of brand awareness, information transfer, conversion rate and reputation. The network brand construction is a long-term investment process. Enterprises should be oriented by customers＇ needs, and utilize the network and traditional ways to establish their own network brands according to the characteristics of their own products and services. |
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| Keywords: | B2C e-commerce network brand awareness information transfer conversion rate reputation |
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