I
摘要
近年来，随着现代信息技术的快速发展与网络技术的迅速普及，网络时代的
到来为我们带来了海量的信息数据资源、交互式的信息传播模式，网络环境下品
牌营销推广越来越重要。同时，在激烈的市场竞争中，品牌竞争的白热化使各企
业纷纷将营销的目光集中到网络中，大部分企业纷纷抢占网络传播这一新型的传
播媒介和资源，为实现企业产品品牌信息传播的多元化、复合化奠定了基础。在
网络大环境下，大量的品牌信息混乱纷杂，不具备传播与营销策略的品牌经常被
人们所忽视。可见，探寻网络环境下品牌的推广、充分发挥网络时代新媒体的优
势、充分发挥设计与传播的合力作用，对于促进品牌的推广和产品的营销有着积
极地作用
在网络营销时代，激烈的网络营销已经成为现代企业参与市场竞争的一种主
要竞争模式，而在网络营销模式下的品牌推广正逐渐取代网络直销成为企业在网
络营销竞争中的核心内容
在对本课题进行研究，结合校企合作和实践推广以及网络资料收集和查阅文
献等不同方式来对国内国外网络环境下品牌推广现状及作用展开分析，通过实践
和理论相结合的模式，对当前网络环境对品牌推广的影响展开分析，并提出品牌
推广创新途径和趋势，针对不同品牌产品进行实践分析。希望本课题的研究可以
给未来网络环境下品牌推广带来新的思路和理论支持，并对未来品牌推广起到一
定的借鉴作用
关键词：网络推广；品牌推广；推广策略
II
Abstract
In recent years, with the rapid development of modern information technology and
the rapid popularization of network technology, the advent of the era of Internet bring us
a lot of information data resources, interactive mode of information communication,
order information propagation network environment more and more important. At the
same time, in the fierce market competition, brand competition, white cosmetic
companies have to the attention of marketing in the network, most companies take this
new type of medium, network transmission and resource, to achieve the diversification
of product brand information dissemination enterprise composite, laid a foundation.
Under the network environment, a large number of brand information chaos distracting,
didn't have the brand communication and marketing strategy is often overlooked.
Visible, explore the promotion of brand of the network environment, give full play to
the advantages of new media in network era, give full play to the function design and
communication, to promote the brand promotion and product marketing has a positive
effect.
In the era of network marketing, network marketing has become a modern
enterprise to participate in market competition of a main competition mode, and in the
brand promotion of the network marketing mode is gradually replaced network direct
selling as enterprises in the core content in the network marketing competition.
This topic in the research process, through the cooperation with enterprises, the
actual operation, the network information data collection, as well as the literature review
at home and abroad and so on many kinds of ways to get to know about the present
situation of the brand promotion and brand promotion under the network environment,
by using the combination of practice and theory, in-depth analysis of the influence of
network environment on the brand promotion, put forward about the innovation of the
brand promotion strategy, and makes an empirical analysis for the brand. Hope this
topic research to enterprise use network model for brand promotion in the future to
provide theoretical support and practical reference, and product brand promotion of the
future research has certain reference value to the theoretical system.
Key words: Network promotion; brand promotion; promotion strategy
III
目录
摘要 ...... I
Abstract ..... II
第1章引言 .. 1
1.1研究背景1
1.2研究方法1
1.3研究意义2
第2章 国内外研究现状 ...... 3
2.1国内研究现状 ........ 3
2.2国外研究现状 ........ 4
2.3文献述评5
第3章 相关概念与理论基础 .. 6
3.1相关概念解析 ........ 6
3.1.1品牌的概念 .... 6
3.1.2品牌的价值 .... 7
3.1.3网络品牌 ...... 7
3.1.4网络品牌推广 .. 8
3.1.5网络品牌与品牌之间的关系 .. 8
3.2传统营销理论 ........ 9
3.2.1杰罗姆·麦卡锡营销理论 .... 9
3.2.2罗伯特·劳朋特的营销理论 . 10
3.2.3莱斯特·伟门的精准营销理论 ........... 10
3.3网络营销理论 ....... 11
3.3.1网络整合营销理论 ......... 11
3.3.2网络消费者行为模型 ....... 13
第4章 互联网发展对品牌推广的影响 ..... 14
4.1互联网强化了网络品牌推广 ....... 14
4.2互联网重塑品牌推广的价值 ....... 14
4.3互联网重新定义品牌推广的内涵 ... 15
IV
4.4互联网推广的核心是“品牌力” ... 15
4.5互联网促进品牌推广多元化 ....... 16
4.6互联网推动品牌推广途径多样化 ... 16
第5章 GX服装品牌网络推广案例分析 .... 18
5.1GX服装品牌推广情况介绍 ......... 18
5.2网络环境下GX服装品牌推广特征与劣势分析 .... 20
5.2.1网络环境下GX服装品牌推广特征分析 .... 20
5.2.2 GX服装品牌网络环境下进行品牌推广的劣势分析 ...... 23
5.3 GX服装品牌网络推广调查 ........ 25
5.3.1问卷调查的问卷设计与数据的来源 ....... 25
5.3.2问卷调查统计分析 ......... 25
5.3.3受众面更加广泛，信息传播量更大 ....... 27
5.3.4网络传播的形式更加多样化 . 28
5.4 GX服装品牌在网络环境中品牌推广存在的问题分析 .......... 29
5.4.1缺乏完善的网络推广体系 ... 29
5.4.2缺乏线上线下的联系 ....... 29
5.4.3品牌的推广话题过于单一、简单 ......... 30
5.4.4品牌推广缺乏互动机制 ..... 30
第6章 网络环境下促进GX品牌推广的有效策略 ........ 32
6.1完善GX服装网络营销推广体系 .... 32
6.2加强线上线下活动的沟通融合 ..... 33
6.3丰富网络营销推广话题 ........... 34
6.4加强互动营销 ....... 35
第7章 结论与启示 ........ 36
7.1结论 ... 36
7.2启示 ... 37
参考文献 ..... 38。