In the information age, digital technology has penetrated into all fields of society, and network information has greatly changed people's life and work status, and network information has grown rapidly. Consumers must establish their own brands if they want to identify and choose the products of our company with the fastest speed in the vast network information. The following are the papers I collected for you on the implementation of online brand strategy, hoping to help you.
In e-commerce, online brand strategy is still a means to establish corporate image and improve the visibility of enterprises and even commodities. If an enterprise can effectively implement its brand strategy, it will effectively promote its online marketing and create considerable economic benefits for the enterprise. This paper combines some successful cases at home and abroad to talk about my personal views on this issue.
Keywords: e-commerce network brand brand strategy network marketing
First, the significance and role of creating online brands
1. Creating online brands is an important means for enterprises to survive.
Network brand refers to the commercial name of goods in network marketing business, which is different from commodity name. Like what? Antivirus software? Is the name of the commodity, and? Kv3000 antivirus software? It is the commercial name of the commodity. A commodity brand shall include the commercial name, symbols and other identifiable information of the commodity. When a company registers its brand in the State Patent Office, it becomes a trademark. This trademark is protected by national laws, and no other enterprise or individual may counterfeit or infringe. Creating network brand is the most important marketing strategy under the condition of e-commerce and an important means for enterprises to survive.
2. The role of creating online brands
(1) It is convenient for consumers to quickly identify and buy their own products in the vast network information.
Economic development and scientific and technological progress have opened up broad prospects for e-commerce, which has become one of the symbols of advanced productive forces in the 2 1 century. In the information age, digital technology has penetrated into all fields of society, and network information has greatly changed people's life and work status, and network information has grown rapidly. Consumers must establish their own brands if they want to identify and choose the products of our company with the fastest speed in the vast network information.
(2) It helps to maintain the good image of enterprise products with excellent quality and moderate price in the eyes of consumers.
In order to occupy the market, enterprises should not only implement brand strategy, but also make products into famous brands. The so-called famous brand is the honorary title to evaluate the quality of enterprises and commodities. The implementation of famous brand strategy is mainly to improve the quality of enterprise products and establish a good image of enterprise products in the minds of consumers. According to the data of American market research company, online sales are greatly influenced by brands. More than half of the respondents said that they would first choose the websites of well-known businesses to search for the goods they need. Some domestic survey data also show that consumers prefer brands of well-known enterprises. For example, when newlyweds buy household appliances, they will first choose Haier, Hisense, Changhong and other related brand products.
(3) It is helpful to publicize the products of enterprises, safeguard the legitimate rights and interests of enterprises and protect the legitimate competition of enterprises.
Can the brand be seen by loyal customers? Cards? Having a desire to buy can promote the use of brand effect to maintain lasting contact with customers. Therefore, many manufacturers and distributors actively implement brand strategy and use brand effect to guide consumers' buying behavior. Moreover, brand is regarded as a powerful competitive tool to safeguard the legitimate rights and interests of enterprise commodity sales.
Second, the implementation plan of network brand strategy
1. Brand domain name planning scheme
(1) Scheme of applying for multiple similar or related domain names. In the deepening commercial competition of the Internet, domain name as an expression of enterprise organization has been paid more and more attention. However, due to the imperfect laws of online marketing, brand domain names are easy to be registered. In this case, enterprises can avoid the loss of brand interests by applying for multiple similar or related domain names.
(2) The scheme of entrusting a professional company to register the domain name. Professional companies can not only provide registration services, but also help enterprises to promote registered domain names and expand their popularity on the Internet. This is an important strategic plan for the successful registration and promotion of online brands.
(3) A scheme focusing on domain name innovation research. Many domain names can be successfully registered and remembered by consumers because the innovative research on domain names is better. Because rich content can attract more users, enterprises will have a bigger potential market. Generally, websites and addresses related to enterprises can be provided to make the enterprise's web pages more open and avant-garde, such as providing vivid information, sounds and images, or using them together, and so on.
(4) Pay attention to the scheme of domain name brand promotion. This work mainly includes product environment analysis, competitive brand analysis, product demand analysis, product visual gallery analysis and so on.
2. Website and webpage brand planning scheme
(1) Understand the brand positioning. Brand positioning can have three grades: high, medium and low. When we establish a brand vision plan for the brand, as a brand company, we must provide customers with special functions, advantages, services and experience commitments. This is a contract with customers about the value and satisfaction of products and services. This contract is a brand contract, and it is a contract to ensure the provision of high-priced brand-name products. For example, what does Nike offer? High performance? The vitality of shoes and sports. It is by no means a low price. This is a high-end brand. Such brands must encourage customers to consume passion at a higher level, such as Alibaba and Taobao.
(2) Choose the name of the brand. A good brand name can greatly improve the brand's popularity. Of course, it is not easy to find an excellent name. We must examine the products and their benefits, aiming at the market and marketing strategy. In fact, there are many excellent examples to learn from. For example, walkman reminds people of the convenience and quality of products; QQ makes you unforgettable; Sohu can arouse your desire to explore and so on.
(3) Choose a good endorsement image to promote the website brand. There are many successful examples in this regard, such as using large-scale public welfare activities to establish a company image and so on.
(4) Reflect the idea of brand positioning in web content design. It is very important that the theme content of the web page must reflect the idea of brand positioning. The specific methods are as follows: let visitors like the website and brand of the enterprise through the rich content of the webpage; Tell visitors that they prefer the company's website through persuasive content; Explain our thoughtful service through the reminder language in the webpage, so that visitors can have loyalty to the corporate website.
(5) Reflect the idea of brand positioning in the design skills of web pages. When designing a web page, we should consider the characteristics that customers like speed, pay attention to putting the search button in a prominent position, and let visitors see the retrieved information in the fastest way. Important content should be designed with special symbols and placed in a prominent position. Explain that the enterprise characteristic color content is placed in? Mesh? In order to achieve the goal that corporate brand image always affects customers' vision.
To sum up, e-commerce can carry out transnational and cross-regional marketing activities and strive for more opportunities for equal competition. Make the enterprise's marketing network bigger and stronger, and sell it online. You can become a virtual giant through a computer with no factory, no employees and no office building. The key here is to do a good job in e-commerce brand strategy.
References:
[1] Zhang Li: Research on Marketing Innovation of Small and Medium-sized Enterprises in China. The Economist, No.8, 2008.
[2] Zhao Qiumei. Network marketing and planning. Beijing Machinery Industry Press 2008
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