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进入21世纪,一个高速信息化的时代正展现在大家面前,网络技术的发展和应用改变了大众对于信息的分配和接受方式,改变了人们生活、工作、学习、合作和交流的环境。在市场竞争大潮中,众多企业商家也开始利用网络的独特资源优势经营自己的品牌,建立企业网站、开拓品牌、争夺市场先机。本文以宝洁、耐克和麦当劳三大具有代表性的品牌为例,分析其在网络品牌传播领域的优秀示范。阐明企业必须积极调整经营模式,利用新技术变革经营理念、经营组织、经营方式和经营方法,搭上技术发展的快速便车,促使品牌飞速发展。
In the 21st century, an era of high-speed informatization is showing in front of everybody. The development and application of network technology have changed the public’s way of distributing and accepting information, and changed people’s living, working, learning, cooperation and exchange environment. In the tide of market competition, many enterprises and businesses have begun to use the unique advantages of the network to run their own brand of resources, the establishment of corporate websites, develop the brand, compete for market opportunities. Taking the three representative brands of P & G, Nike and McDonald ’s as examples, this article analyzes its excellent demonstration in the field of network brand communication. Clarified that enterprises must actively adjust their business models, make use of new technology to transform their business philosophy, business organization, management methods and management methods, and catch up with the rapid development of technology to facilitate the rapid development of the brand.