我国互联网企业品牌营销策略创新研究
2017-05-24 

我国互联网企业品牌营销策略创新研究

张元庆

辽宁行政学院经济学部   副教授

吉林大学经济学院博士后

摘要:随着我国市场化改革不断深入,市场为主体的资源配置方式受到空前重视,越来越多的互联网企业进入市场,参与激烈的竞争。它们不但在国内发展迅猛,树立了良好的品牌效应,也在惨烈的国际竞争中占据一席之地,甚至成为行业标准的制定者。互联网企业的快速发展与其采取的品牌营销策略创新息息相关,本文正是基于互联网企业品牌营销策略创新的视角,对近年来国内异军突起的我国互联网企业进行解析,以期找出它们共同的创新成功之道。   

关键词:互联网企业;竞争;品牌营销策略创新

Research on the brand marketing strategy innovation of Internet companies in China

Associate Professor, Department of economics, Liaoning School of administration

School of economics, Jilin University

Abstract: with the deepening of China's market-oriented reform, the market as the main body of the allocation of resources has been unprecedented attention, more and more Internet companies to enter the market, participate in fierce competition. They not only in the domestic rapid development, set up a good brand effect, but also to occupy a place in the fierce international competition, and even become the industry standard setters. The rapid development of Internet companies and take the brand marketing strategy innovation is closely related to this is the Internet enterprise brand marketing strategy innovation based on the perspective analysis of China's Internet companies in China in recent years in order to find out the A new force suddenly rises., together the innovative success of them.

Keywords: Internet enterprise competition brand marketing strategy innovation

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