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随着互联网应用的深入发展,电子商务已进入互联网+品牌化时代,我国传统企业如何创建网络品牌,开展网络品牌化经营成为必然的选择。本文依据CBBE品牌创建模型理论,探讨了传统企业可通过线下品牌标识的继承和展示、线下品牌内涵的继承和展示、通过网络互动传播实现网络品牌价值感知、建立网络品牌关系的网络品牌发展思路,为传统企业网络品牌创建提供有益的建议。
With the further development of Internet applications, e-commerce has entered the age of the Internet + brand, how to create a network of traditional Chinese enterprises brand, to carry out the network brand management has become an inevitable choice. Based on the theory of CBBE brand creation model, this paper discusses the inheritance and display of offline brand identity by traditional enterprises, the inheritance and demonstration of offline brand connotation, the realization of network brand value perception through network interactive communication, the establishment of online brand development with network brand relationship Ideas for the traditional corporate network brand to create useful suggestions.