Online brand strategy

Author: He Aizhong
Publisher:
Publish Date: 2003-06-01
Features: The online brand strategy mentioned in this book refers to both the brands extended or created by traditional enterprises on the Internet and the brands created by Internet enterprises. The book is divided into three parts. Part I is the objective environmental foundation for the emergence of online brands, namely Chapters 1 and 2. Based on a concise exposition of the theory and practice of the new economy at home and abroad, it analyzes the relationship between the new economy and the development of the Internet as well as the impact of the Internet on enterprises, comparing the Internet market with traditional physical markets and proposing countermeasures for the development of China's Internet market. Part II is the basic theory of online brand strategy, namely Chapter 3. By analyzing the impact of the Internet on brands and comparing the differences between online brand strategy and traditional brand strategy, it explores the theoretical foundation of online brand strategy, proposes the laws and steps of online brand strategy, and attempts to reveal the general principles of the operation of online brand strategy from a theoretical perspective. Part III is the implementation of online brand strategy, namely Chapters 4 to 9. It not only discusses the implementation of online brand strategy for traditional enterprises and Internet service enterprises but also considers traditional and Internet enterprises as a whole, exploring the planning, operation, management, and ecosystem of online brands, aiming to provide the business community with a clear framework and some highly practical countermeasures. To help readers better understand the theory of online brand strategy and provide enterprises with referenceable operational methods, some chapters include case studies.