摘 要
随着互联网技术的迅猛发展和消费者行为模式的深刻变革，电子商务已成为品牌建设与营销策略的重要领域本研究以电子商务环境为背景，旨在探讨品牌在数字化时代的建设路径及营销策略优化通过文献分析、案例研究和问卷调查相结合的方法，系统考察了品牌在电子商务平台中的传播机制、用户互动模式以及价值创造过程研究发现，品牌在电子商务环境下的成功依赖于多维度因素的协同作用，包括精准的数据驱动营销、沉浸式用户体验设计以及社交化传播策略此外，研究揭示了品牌与消费者之间关系的动态演化特征，并提出基于个性化推荐和情感连接的品牌忠诚度提升方案本研究的创新点在于首次将品牌资产理论与电子商务情境相结合，构建了一个适用于数字时代的品牌价值评估框架，为实践提供了可操作性指导同时，研究强调技术赋能与人文关怀的平衡，为品牌在复杂多变的市场环境中实现可持续发展提供了理论支持和策略启示
关键词：电子商务；品牌建设；数字化营销；用户互动；品牌资产理论
Abstract
With the rapid development of Internet technology and the profound transformation of consumer behavior patterns, e-commerce has become a critical domain for brand building and marketing strategies. This study, set against the backdrop of the e-commerce environment, aims to explore the pathways for brand construction in the digital age and optimize marketing strategies. By integrating literature analysis, case studies, and questionnaire surveys, this research systematically examines the dissemination mechanisms of brands on e-commerce platforms, user interaction models, and the value creation process. The findings indicate that success for brands in the e-commerce context relies on the synergistic effects of multidimensional factors, including data-driven precision marketing, immersive user experience design, and socialized communication strategies. Furthermore, the study reveals the dynamic evolutionary characteristics of the relationship between brands and consumers and proposes a scheme to enhance brand loyalty based on personalized recommendations and emotional connections. The innovation of this study lies in its first-time integration of brand equity theory with the e-commerce context, constructing a brand value evaluation fr amework applicable to the digital era, which provides actionable guidance for practice. Simultaneously, the study emphasizes the balance between technology empowerment and humanistic care, offering theoretical support and strategic insights for brands to achieve sustainable development in a complex and ever-changing market environment.
Keywords: E Commerce; Brand Building; Digital Marketing; User Interaction; Brand Equity Theory
目 录
一、绪论 1
（一）电子商务环境下品牌建设的研究背景 1
（二）品牌建设与营销策略的意义分析 1
（三）国内外研究现状综述 2
二、电子商务环境下的品牌定位与价值塑造 2
（一）数字化时代的品牌定位策略 2
（二）品牌核心价值的构建与传递 2
（三）用户需求驱动的品牌差异化分析 3
三、电子商务平台的品牌传播与互动营销 3
（一）社交媒体的品牌传播机制 3
（二）数据驱动的精准营销策略 4
（三）用户参与的品牌互动模式 5
四、电子商务环境下的品牌忠诚度与持续发展 5
（一）品牌忠诚度的影响因素分析 5
（二）客户关系管理在品牌建设中的作用 6
（三）可持续发展的品牌战略规划 6
结论 7
参考文献 9
致 谢 10
