| 在线品牌战略管理的理论初探 |
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| 引用本文： | 罗鹏,刘莉.在线品牌战略管理的理论初探[J].科技创业月刊,2007,20(7):106-108. |
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| 作者姓名： | 罗鹏 刘莉 |
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| 作者单位： | 深圳大学管理学院,广东,深圳,518060 |
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| 摘 要： | 在线品牌,目前国外此类研究方兴未艾,而国内相关研究尚属空白,为了填补国内在线品牌文献回顾的空白,主要探讨了国外在线品牌的研究现状。基于传统离线品牌管理的结构,用文献归纳出在线品牌的特征以及在线品牌独特的沟通机制,提出了在线品牌的战略管理思想。
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| 关 键 词： | 在线品牌 离线品牌 战略管理 |
| 修稿时间： | 2007-02-12 |
The Theoretical Research of Online Brand Strategic Management |
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| Luo Peng,Liu Li.The Theoretical Research of Online Brand Strategic Management[J].Pioneering With Science & Technology Monthly,2007,20(7):106-108. |
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| Authors: | Luo Peng Liu Li |
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| Institution: | Luo Peng Liu Li |
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| Abstract: | The research of online brand(e-brand) abroad is just on the threshold,but the domestic counterpoint is still unavailable.In order to give directing suggestion,we are going to fill up the unavailability of literature review and discuss the actuality abroad.Based on the structure of traditional brand management,we are going to summarize the essential character of online brand and its unique communicating mechanism.In conclusion,our expecting contribution relies on putting forward the strategy management of online brand. |
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| Keywords: | on-line brand off-line brand strategic management |
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