本文選題：網(wǎng)絡(luò)品牌 + 品牌生命周期��； 參考：《山東大學》2009年碩士論文

【摘要】： 隨著經(jīng)濟全球化的到來,品牌已成為現(xiàn)代市場競爭的制勝法寶,尤其是進入21世紀,隨著網(wǎng)絡(luò)技術(shù)的發(fā)展和應(yīng)用,改變了大眾對于信息的分配和接受方式,改變了人們生活、工作、學習、合作和交流的環(huán)境,截至2008年6月底,中國網(wǎng)民數(shù)量達到2.53億,網(wǎng)民規(guī)模躍居世界第一位,面對如此巨大的市場,網(wǎng)絡(luò)品牌也像雨后春筍般迅速崛起。在網(wǎng)絡(luò)飛速發(fā)展帶來的網(wǎng)絡(luò)品牌的繁榮景象背后是網(wǎng)絡(luò)品牌短命的現(xiàn)實。目前蓬勃發(fā)展的網(wǎng)絡(luò)公司的平均壽命只有2年而已,而在中國,網(wǎng)絡(luò)公司的平均壽命甚至還不到2年�，F(xiàn)有品牌研究大多數(shù)是基于傳統(tǒng)品牌的研究,近年來雖也發(fā)表了一些對網(wǎng)絡(luò)品牌的研究,但是,專門就網(wǎng)絡(luò)品牌生命周期的研究卻并未涉足,本文針對這種情況,就網(wǎng)絡(luò)品牌的生命周期進行研究,填補了理論上的空缺,并對實踐提供指導。 網(wǎng)絡(luò)品牌扇型生命周期打破了傳統(tǒng)的S型品牌理論認為網(wǎng)絡(luò)品牌壽命是有限的,網(wǎng)絡(luò)品牌走向衰退并最終走向消亡是品牌發(fā)展的必然趨勢的觀點,網(wǎng)絡(luò)企業(yè)品牌通過實施再定位和二次品牌化戰(zhàn)略等措施,使網(wǎng)絡(luò)品牌成熟期得以無限延長,甚至可以使網(wǎng)絡(luò)品牌由成熟期轉(zhuǎn)入另一個成長期,從而歷久不衰,進入扇形生命周期。 本文通過系統(tǒng)分析、文獻研究和對比分析等方法來總結(jié)網(wǎng)絡(luò)品牌生命周期的相關(guān)內(nèi)容,并分析網(wǎng)絡(luò)品牌生命周期的影響因素,運用Bass模型、品牌生存模型、品牌扇型生命周期理論、品牌接觸點理論以及顧客價值理論并在分析網(wǎng)絡(luò)品牌生命周期模型設(shè)計的現(xiàn)實依據(jù)的基礎(chǔ)上,依據(jù)構(gòu)建原則和構(gòu)建思路,提出了網(wǎng)絡(luò)品牌扇形生命周期模型的邏輯架構(gòu),并初步設(shè)計了網(wǎng)絡(luò)品牌扇形生命周期的實施模型。 本文針對網(wǎng)絡(luò)品牌“短命”的現(xiàn)狀,通過文獻綜述來分析網(wǎng)絡(luò)品牌生命周期的內(nèi)涵和類型,并總結(jié)網(wǎng)絡(luò)品牌生命周期的影響因素,分析模型構(gòu)建的理論依據(jù)和現(xiàn)實依據(jù),依據(jù)構(gòu)建原則和構(gòu)建思路,提出網(wǎng)絡(luò)品牌生命周期的邏輯模型和實施模型,并提出網(wǎng)絡(luò)品牌生命周期各個階段應(yīng)該采取的策略,為網(wǎng)絡(luò)品牌跳出傳統(tǒng)的S型生命周期,進入網(wǎng)絡(luò)品牌的扇形生命周期提供指導。
[Abstract]:With the arrival of economic globalization, brand has become a magic weapon in the modern market competition, especially in the 21st century. With the development and application of network technology, it has changed the way the public distributes and accepts information and changes people's lives. By the end of June 2008, the number of Internet users in China had reached 253 million, ranking first in the world. In the face of such a huge market, Internet brands have sprung up rapidly. Behind the prosperity of the network brand brought by the rapid development of the network is the short-lived reality of the network brand. The average life span of the booming internet companies is only 2 years, while in China, the average life span of the network companies is less than 2 years. Most of the existing brand research is based on the traditional brand, although in recent years there have been some research on the network brand, but the research on the life cycle of the network brand has not been involved, this paper aims at this situation. This paper studies the life cycle of network brand, fills the gap in theory and provides guidance for practice. Network brand fan life cycle breaks the traditional S brand theory that network brand life is limited, network brand decline and eventually die out is the inevitable trend of brand development. Through the measures of repositioning and second brand strategy, network enterprise brand can extend the maturity period of network brand indefinitely, and even make the network brand change from mature period to another growing period, so that it will last for a long time. Enter the sector life cycle. Through systematic analysis, literature research and comparative analysis, this paper summarizes the related contents of network brand life cycle, and analyzes the influencing factors of network brand life cycle, using Bass model, brand survival model. Brand fan life cycle theory, brand contact point theory and customer value theory, based on the analysis of the practical basis of network brand life cycle model design, according to the construction principles and ideas, The logical framework of the sector life cycle model of the network brand is proposed and the implementation model of the sector life cycle of the network brand is preliminarily designed. According to the current situation of network brand "short life", this paper analyzes the connotation and type of network brand life cycle through literature review, summarizes the influencing factors of network brand life cycle, and analyzes the theoretical basis and practical basis of model construction. According to the construction principle and train of thought, this paper puts forward the logical model and implementation model of network brand life cycle, and puts forward the strategies that should be adopted in each stage of network brand life cycle, so that the network brand can jump out of the traditional S-type life cycle. Enter the network brand sector life cycle to provide guidance.
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F273.2

【引證文獻】

相關(guān)博士學位論文 前1條

1 張青敏;移動商務(wù)信息擴散及其對價值鏈的影響研究[D];武漢大學;2011年

相關(guān)碩士學位論文 前4條

1 陳薇;媒介環(huán)境與騰訊QQ品牌構(gòu)建[D];華中師范大學;2010年

2 張瑩;互聯(lián)網(wǎng)環(huán)境下西藏林芝藏好食品有限公司的網(wǎng)絡(luò)品牌建立[D];華東理工大學;2012年

3 劉玲;鐵路運輸品牌產(chǎn)品的品牌可持續(xù)成長力評價研究[D];中南大學;2012年

4 張宏力;消費者的即時通信品牌資產(chǎn)構(gòu)成維度及其相互影響研究[D];大連交通大學;2012年

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本文編號：1858993