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基于口碑效应的品牌化建设既符合网络零售机构的经营特征;也适应其竞争现状,由此成为各个组织进行市场竞争的重要手段之一。本文在简要论述当前我国网络零售机构发展现状的基础上,深入分析了其品牌化建设的有利环境、不足之处、面临的问题、构建策略以及所产生的价值。一方面对网络零售机构经营与竞争现状有一个更加深入的认识;另一方面为其品牌化发展提供一定的借鉴意义。
The brand building based on word-of-mouth effects not only accords with the operating characteristics of online retailers but also adapts to the current situation of competition. As a result, it has become one of the important means for various organizations to compete in the market. On the basis of a brief discussion of the current development of China’s online retailers, this paper analyzes in depth the favorable environment, weaknesses, problems, problems and strategies as well as the resulting values of its branding. On the one hand, it has a more in-depth understanding of the operation and competition status of online retail institutions; on the other hand, it provides some reference for its brand development.