Second, the strategy of online brand promotion (1) The method of promoting brands through websites, if used properly, is very effective for brand promotion. A website with high click-through rate is an effective way to promote corporate brands. Therefore, it is very important to have a memorable and likable domain name. Traditional enterprises can directly borrow the original brand name or logo, such as HP. Hewlett-Packard's COITI is simple and easy to be remembered by consumers. Another example is Taobao, which only appeared in 2003. Its domain name is "Taobao", which means "Taobao-there is no treasure that cannot be found, and there is no treasure that cannot be sold." People in China like auspicious and happy words. The name "Taobao" is in line with the preferences of China people. It can be seen that enterprises can use iltt to select domain names that are consistent with enterprise names, brands and other logos, which is conducive to improving the visibility of enterprise brands and ensuring that brands leave a deep and beautiful impression on consumers on the Internet. After establishing a website with its own brand, an enterprise should also enrich the content of the website and provide consumers with valuable information, such as the comprehensive information of its products and services, the comparison of similar products, and the relevant information of its industry. , increase customers' stay time on the website and the opportunity to visit again, attract consumers to browse the website through various means such as preferential promotion, increase the number of website clicks, improve the popularity of the website, and strengthen brand building and promotion. For example, Ford described the production process in detail on its website, and described each model in detail. Consumers can also enjoy different models from different angles and order directly online. In addition, due to the internationalization of domain names, once they are registered globally, they are effective and universal, so there are good domain names. Enterprises should also register with China Internet Information Center (CNNIC), a domain name registration agency, to protect online brands. (2) Promoting brands through search engines In view of the differences in brand language and culture, it is difficult for traditional corporate brands to be promoted through the Internet, which seriously hinders enterprises from using the original brand resources. Enterprises can use search engines to solve this problem. Because search engines don't have to remember all kinds of complicated symbols or English, consumers can search the websites they need and easily find the relevant contents of enterprises, whether in Chinese or English. A survey shows that the primary goal of marketing by search engines is brand promotion and brand image enhancement, followed by online sales of products and services and support for other channels, which shows the important role of search engines in brand promotion. Of course, enterprises can also improve channel sales through search engines, collect relevant information and reduce the promotion time of their own websites or new products. For consumers, using search engines can quickly find the enterprise websites and related information they need, which greatly reduces the time cost. Consumer behavior survey shows that ordinary users will click on the top 50 links of search results. Practice has proved that the different ranking positions have great influence on the search marketing effect. According to the data compiled by harvest digital, iResearch shows that 43% of British search engine users click on the search results because the search results appear on the first page, describing that they are close to the demand, accounting for 32%. Therefore, from the perspective of search engine promotion, enterprises should pay attention to the investment in this area, such as buying those with higher bidding ranking, and strive for the website to rank as high as possible in the search results of search engines, so as to ensure that the information of enterprises and their products is more easily searched by consumers and improve the visibility of corporate brands. (3) Brand promotion through online advertising The so-called online advertising refers to the process that advertisers use some websites with dense audiences or distinctive features to display business information and set up links to a certain destination page. Compared with traditional advertising media, this new advertising media is highly sought after by enterprises because of its wide spread, wide coverage, timely information release, repeatability and retrievability. In recent years, the online advertising market in China has risen rapidly. In 2004, the online advertising market without search engines in China has increased from1080 million yuan in 2003 to1900 million yuan, with a market growth rate of 75.9%. According to the recent report of iResearch, the domestic online advertising market in 2005 has reached 310.3 billion yuan, surpassing the magazine advertising market and approaching the broadcast advertising market. In 2006, online advertising was 4.66 billion yuan, a year-on-year increase of 48.9%. Ogilvy & Mather once said that every advertisement is a long-term investment to build brand personality. Enterprise brand can not be separated from the support of advertising. Therefore, enterprises should make full use of various forms of online advertisements, such as banner advertisements, sponsored advertisements, classified advertisements, recommended advertisements, interrupted advertisements, mail advertisements, rich media and so on. Carefully design online advertisements, combining the unique elements of online advertisements, such as dynamic buttons, background music, video playback, flags, small windows and so on. On the basis of using visual elements such as copywriting, colors, illustrations and signs in conventional media, we can leave a deep and clear good brand impression on customers. (D) Make full use of the positive role of virtual communities to promote brand promotion in the online world requires a high degree of brand loyalty and word-of-mouth effect. If an enterprise wants to make full use of the advantages of the network to build a brand, it must pay great attention to its brand image on the internet. Giving full play to the positive role of virtual community is undoubtedly conducive to the promotion of brands in the online world. Virtual community is a group of units or individuals with the same interests and purposes, which takes the virtual world as the carrier. Units or individuals in virtual communities often exchange experiences, help each other and benefit each other. At the same time, because the units or individuals gathered here have the same hobbies, the community will soon form its own community culture that all community members agree with. With the continuous development of Internet applications, various groups formed on the Internet are gradually changing from accidental combination to basic groups. In the online market where independence, individuality and active consumption are prominent, consumers have a certain degree of dependence and trust on the experience and opinions provided by netizens in online forums and virtual communities. Therefore, enterprises should actively use the positive role of virtual community to provide real and reliable commodity information for online forums, put an end to relevant negative information in time, give full play to the advantages of online communication, have a positive impact on consumers and effectively safeguard brand image. For example, the website of Harry Davidson Company can not only sell things, provide suggestions and answer customers' questions, but also be a place for enthusiastic customers to contact and communicate, which is the base camp of Harry lovers. It can be seen that providing a network communication platform, creating a virtual community with a good atmosphere and making it the center of enterprise communication activities will help to improve customers' loyalty to the brand and enhance the brand image of the enterprise. (V) Providing personalized services and enhancing brand image through the Internet Faced with the problem of increasing the operating cost of enterprise network marketing, on the one hand, enterprises should strive to reduce costs and compete with online and offline competitors with small profits and low prices, but the cost reduction is limited. Once competitors implement more effective price reduction measures, enterprises will be at a disadvantage. On the other hand, for enterprises, it is more important to find a more effective way to show the quality of products and services and reflect their individuality and differentiation. Unique and difficult to imitate brands can make enterprises stand out from many competitors, reduce consumers' sensitivity to prices and enhance brand image. For example, Southwest Airlines has launched an online "search and buy" service, which enables passengers to find schedules and prices in one step, and then they can complete an order with just four clicks, which further strengthens the company's famous point-to-point line arrangement, low cost and friendly customer service. In fact, it takes less than two minutes for passengers to buy tickets on the website of Southwest Airlines, which is efficient and fast. This era is the era of the Internet. Some researchers have made a comparative study on the time it takes for electronic media to reach 50 million users. The results show that American broadcasting took 38 years, television took 13 years, and Internet only took 5 years, which shows that the Internet has a great influence on consumers. Network provides a good platform for enterprise brand management and strengthens the connection between enterprises and netizens. Traditional enterprises promote their brands through the Internet, which is conducive to making consumers form an overall and comprehensive good impression and emotional identity, establishing a good image of the overall brand of the enterprise and improving the competitiveness of the enterprise. Refer to [1] North American search engine application research [EB/OL]. [2005-04-25]./report/f2005/0418.htm. [2] The reasons why British search engine users click on search results [EB/OL]. [2007]