摘 要
在“互联网+”时代背景下，企业品牌建设面临着前所未有的挑战与机遇。市场竞争加剧、品牌建设能力不足、品牌建设意识薄弱、品牌定位模糊、品牌忠诚度不高以及企业文化建设与品牌建设脱节等问题日益凸显。为了应对这些挑战，企业需采取一系列有效策略。首先，明确品牌定位，通过深入市场调研和精准分析，确立品牌在市场中的独特位置，以满足消费者日益多样化的需求。其次，加强品牌建设能力，培养专业人才，引入专业机构，建立完善的品牌管理体系，提升品牌传播和管理的科学性和系统性。同时，增强品牌建设意识，提升管理层和全员对品牌建设重要性的认识，形成全员共建品牌的良好氛围。此外，针对品牌忠诚度不高的问题，企业应注重提升产品与服务质量，建立会员体系，强化品牌与消费者的互动，增强消费者的归属感和忠诚度。最后，企业文化建设与品牌建设的紧密结合也至关重要，通过融合企业文化与品牌理念，强化内部传播，统一品牌形象，使品牌成为企业文化的外在表现，促进品牌与企业的共同发展。综上所述，企业在“互联网+”时代下应积极应对品牌建设挑战，采取有效策略，不断提升品牌竞争力和市场影响力。
关键词：互联网+；品牌建设；企业文化
Abstract
Under the background of "Internet +" era, enterprise brand construction is facing unprecedented challenges and opportunities. The problems such as intensified market competition, insufficient brand building ability, weak brand building consciousness, vague brand positioning, low brand loyalty, and the disconnection between enterprise culture construction and brand construction are becoming increasingly prominent. To address these challenges, companies need to adopt a series of effective strategies. First of all, to clarify the brand positioning, through in-depth market research and accurate analysis, to establish the unique position of the brand in the market, to meet the increasingly diversified needs of consumers. Secondly, strengthen the ability of brand building, cultivate professional talents, introduce professional institutions, establish a perfect brand management system, and enhance the scientific and systematic brand communication and management. At the same time, enhance the awareness of brand building, enhance the management and all the staff of the awareness of the importance of brand building, and form a good atmosphere for all the staff to build the brand. In addition, in view of the problem of low brand loyalty, enterprises should pay attention to improving the quality of products and services, establish a membership system, strengthen the interaction between the brand and consumers, and enhance the sense of belonging and loyalty of consumers. Finally, the close combination of corporate culture construction and brand construction is also crucial. Through the integration of corporate culture and brand concept, strengthen the internal communication, unify the brand image, make the brand become the external ex pression of corporate culture, and promote the common development of the brand and the enterprise. To sum up, enterprises should actively respond to the challenges of the brand building, adopt effective strategies, and constantly improve the brand competitiveness and market influence.
Keywords: Internet +; brand building; corporate culture
目录
摘 要 I
Abstract II
第1章 绪论 1
1.1 研究背景及意义 1
1.2 研究目的和内容 1
1.3 国内外研究现状 2
第2章 互联网+时代相关概述 3
2.1 互联网+时代的定义 3
2.2 互联网+时代的特点 3
2.2.1 跨界融合 3
2.2.2 开放生态 3
2.3 互联网+对传统行业的渗透 4
第3章 企业品牌环境的新趋势 5
3.1 品牌传播渠道的多元化 5
3.2 品牌形象塑造的即时性 5
3.3 用户体验成为品牌竞争的核心 5
第4章 互联网+时代下企业品牌建设面临的挑战 7
4.1 缺乏品牌建设能力 7
4.1.1 品牌建设意识薄弱 7
4.1.2 品牌建设定位模糊 7
4.2 市场竞争加剧 7
4.3 品牌忠诚度不高 8
4.4 企业文化建设与品牌建设脱节 8
第5章 互联网+时代下的企业品牌建设策略 9
5.1 建立品牌管理体系 9
5.1.1 提升管理层认知 9
5.1.2 精准品牌定位 9
5.2 差异化定位核心竞争力 9
5.3 强化品牌互动 10
5.4 融合企业文化与品牌理念 10
结 论 12
参考文献 13
