互联网引发的品牌管理变革（Internet triggered changes in brand management）.docVIP

互联网引发的品牌管理变革（Internet triggered changes in brand management） In the age of C marketing, marketers are beginning to learn to think of brands as relationships with consumers, not just a string of product attributes, trademarks, or advertising. While the Internet has created unlimited space and opportunities for brands, it has also led to great changes in brand management. In the era of Internet economy, brand is no longer dependent on product image and advertising publicity as in traditional environment. In the virtual space of the customer need to use a different way of the past to cognitive and purchasing products, and in a different way to get the distribution of goods, accordingly, customer loyalty to the brand style has undergone great changes. In such an information driven trading space, people cannot touch and feel the real goods, also can not patronize the usual sense of the brick built commercial center, and the choice often dazzling in hundreds of different sites, traditional pattern recognition brand is no longer applicable. In the virtual network world, the traditional marketing strategy is no longer in use. In this new mode, the role of network marketing environment and network marketing means has greatly exceeded the product itself. Therefore, if enterprises still rely solely on traditional brand shaping methods, it is likely to gradually lose customer loyalty. Enterprises must keep pace with the times and adopt new brand management strategies to adapt to the new trend of C marketing era. (1) in the era of C marketing, consumer brand awareness has become the focus of brand management, and the brand of cyberspace has paid more attention to the brand experience of consumers. Research shows that people use the Internet primarily for practical purposes, so online brands need to be responsive to customer needs if they want to succeed. At the same time, we must also recognize that people on the Internet, and not because of love to use high-tech network, people