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  本文選題：品牌經(jīng)濟學 + 網(wǎng)絡(luò)店鋪��； 參考：《山東大學》2009年碩士論文

【摘要】： 網(wǎng)絡(luò)店鋪是通過獨立域名網(wǎng)站或第三方提供的交易平臺,以電子商務(wù)的方式,主營零售業(yè)務(wù)的店鋪,它的外延包含且僅包含了B2C與C2C這二種電子商務(wù)模式。開展網(wǎng)絡(luò)店鋪品牌建設(shè)的研究是基于二個原因。一是在電子商務(wù)高增長的背景下,作為網(wǎng)上零售業(yè)務(wù)的B2C、C2C的品牌格局尚不明朗;二是網(wǎng)絡(luò)店鋪品牌建設(shè)空間廣闊,網(wǎng)絡(luò)店鋪的品牌建設(shè)尚未引起足夠的關(guān)注,也缺乏足夠的理論研究可供參考。 本文的主要理論框架架構(gòu)于品牌經(jīng)濟學紙上,具體運用了文獻研究法、經(jīng)驗總結(jié)法、個案研究法、功能分析法、數(shù)量研究法、模糊數(shù)學分析法及探索性研究法等多種研究方法。 從論文的內(nèi)容結(jié)構(gòu)來看,本文的主要內(nèi)容可概括為三個部分。第一部分是進行了網(wǎng)絡(luò)店鋪特征分析,指出網(wǎng)絡(luò)店鋪進行品牌建設(shè)的必要性與可行性,并以模糊數(shù)學分析的方法推導(dǎo)并建立了PE-Cc模型。第二部分則是以品牌經(jīng)濟學的視角介入網(wǎng)絡(luò)店鋪的研究,進行了網(wǎng)絡(luò)店鋪品牌建設(shè)機制探索,建立了BCB模型,并探索了網(wǎng)絡(luò)店鋪品牌建設(shè)情感導(dǎo)向機制及網(wǎng)絡(luò)店鋪品牌建設(shè)的時間機制、空間機制等。這其中的BCB模型既是網(wǎng)絡(luò)店鋪品牌建設(shè)路徑選擇的依據(jù),同時也是網(wǎng)絡(luò)店鋪的品牌建設(shè)是否取得成功的評判標準。BCB模型具體涉及了四個點,即存在強勢品牌的市場的品類選擇模型、尚不穩(wěn)定的市場格局中的品類選擇模型、存在品類級品牌的市場的品類選擇模型及商標的二維分類。第三部分是對網(wǎng)絡(luò)店鋪品牌建設(shè)的策略探討,提出了適度延伸策略、文化順勢策略、商標確立策略、品類細化策略、品類開發(fā)策略、客戶情感策略等六個建議。 從論文的章節(jié)結(jié)構(gòu)來看,本文的主要框架包括了五個部分。分別為導(dǎo)言、綜述、網(wǎng)絡(luò)店鋪特征探索、網(wǎng)絡(luò)店鋪品牌建設(shè)機制探索及策略部分。 本文的創(chuàng)新點集中于在二個方面,一是目前關(guān)于網(wǎng)絡(luò)店鋪的研究主要集中在產(chǎn)業(yè)鏈研究、價值鏈與盈利模式研究、營銷推廣研究、配套服務(wù)研究四個方面,本文則是將品牌經(jīng)濟學首次引入了網(wǎng)絡(luò)店鋪的相關(guān)研究中并進行了一系列的探討與探索。二是在文中提出了若干個理論模型,并探討了若干個機制。在對網(wǎng)絡(luò)店鋪的品牌建設(shè)的必要性與可行性探索中,提出了PE-Cc模型;在網(wǎng)絡(luò)店鋪的品牌建設(shè)機制探索中,總結(jié)并延伸出BCB模型及網(wǎng)絡(luò)店鋪品牌建設(shè)的時空機制。另外,關(guān)于網(wǎng)絡(luò)店鋪的諸多特征的總結(jié)歸納也是本文的一個創(chuàng)新。
[Abstract]:The online store is a kind of retail store which is provided by an independent domain name website or a third party. Its extension only includes B2C and C2C. The research of brand construction of network store is based on two reasons. First, under the background of the high growth of electronic commerce, the brand pattern of B2CU C2C, which is the online retail business, is still unclear; second, the brand construction of the online store has broad space, and the brand construction of the online store has not attracted enough attention. There is also a lack of sufficient theoretical research for reference. The main theoretical framework of this paper is based on the paper of brand economics, which uses many research methods, such as literature research, experience summary, case study, function analysis, quantitative analysis, fuzzy mathematics analysis and exploratory research. From the content structure of the paper, the main content of this paper can be summarized into three parts. The first part is the analysis of the characteristics of the network store, points out the necessity and feasibility of the brand construction of the network store, and deduces and establishes the PE-Cc model by the method of fuzzy mathematics analysis. The second part is the research of the online store from the perspective of brand economics, the exploration of the brand construction mechanism of the online store, and the establishment of the BCB model. It also explores the emotional orientation mechanism of online store brand construction and the time mechanism and space mechanism of network store brand construction. The BCB model is not only the basis for the choice of the brand construction path of the network store, but also the criterion for judging the success of the brand construction of the network store. The BCB model specifically involves four points. That is, the category selection model of the strong brand market, the category selection model in the unstable market pattern, the category selection model of the market with the category brand and the two-dimensional classification of the trademark. The third part is to discuss the strategy of the network store brand construction, and put forward six suggestions, such as moderate extension strategy, cultural homeopathy strategy, trademark establishment strategy, category refinement strategy, category development strategy, customer emotion strategy, etc. From the chapter structure, the main frame of this paper includes five parts. It is the introduction, the summary, the network shop characteristic exploration, the network shop brand construction mechanism exploration and the strategy part. The innovation of this paper is focused on two aspects. Firstly, the current research on online store mainly focuses on four aspects: industry chain research, value chain and profit model research, marketing promotion research, supporting service research. This paper is the first time to introduce brand economics into the related research of online stores and a series of exploration. Second, several theoretical models are proposed and some mechanisms are discussed. In the exploration of the necessity and feasibility of the brand construction of the network store, the PE-Cc model is put forward, and the BCB model and the space-time mechanism of the brand construction of the network store are summarized and extended in the exploration of the brand construction mechanism of the network store. In addition, the summary of many features of the network store is also an innovation in this paper.
【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;F713.36

【引證文獻】

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1 饒鑒;劉亞進;;網(wǎng)絡(luò)商店品牌形象建設(shè)重要性探析——以天貓商城三只松鼠旗艦店為例[J];當代經(jīng)濟;2013年08期

相關(guān)博士學位論文 前1條

1 崔磊;購物網(wǎng)站品牌建構(gòu)中的顧客在線行為研究[D];華中科技大學;2012年

相關(guān)碩士學位論文 前1條

1 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

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本文編號：2084687