| 网络媒体环境下的品牌资产建立研究 |
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| 引用本文： | 白丁,张银,应健.网络媒体环境下的品牌资产建立研究[J].石家庄经济学院学报,2009,32(1):64-67. |
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| 作者姓名： | 白丁 张银 应健 |
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| 作者单位： | 桂林工学院,管理学院,广西,桂林,541004 |
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| 摘 要： | 网络媒体正在作为一种新的传播平台以其强大的力量影响着人们的消费观念和消费方式，从而也对企业的品牌资产的建立提出了前所未有的挑战。在分析网络媒体环境特征的基础上，探讨了一种在网络媒体环境下建立品牌资产的动态过程，并提出具体的建立策略。
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| 关 键 词： | 网络媒体 品牌资产 建立 传播 |
The Management of Brand Equity under Internet Media Environment |
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| BAI Ding,ZHANG Yin,YING Jian.The Management of Brand Equity under Internet Media Environment[J].Journal of Shijiazhuang University of Economics,2009,32(1):64-67. |
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| Authors: | BAI Ding ZHANG Yin YING Jian |
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| Institution: | (Guilin University of Technology, Guilin, Guangxi 541004) |
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| Abstract: | As a new communications platform, Interact media is putting powerful impact on people＇s consumption concepts and patterns, thus businesses will be confronted with unprecedented challenges in building brand equity. Based on the analysis of the characteristics of Interact media environment, this paper discusses a dynamic process and some specific tactics of building brand equity under the Internet media environment. |
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| Keywords: | Internet media brand equity build spread |
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