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以网络为代表的新媒体为品牌自主传播提供了全新的空间,因此本文在既有研究梳理基础上,对我国自主品牌网站英文版进行了实证研究。研究发现:我国企业开始重视网站英文版建设,但定位不清晰、即时更新率低,且内容参差不齐、效果不佳。即我国自主品牌网站英文版作为最能自主控制的品牌传播之媒体,其总体上是缺憾的;但也为其自主媒体定位及相应的品牌传播优化提供了空间。
The new media represented by the Internet has provided brand-new space for brand self-propagation. Therefore, based on the existing research, this paper conducts an empirical study of the English version of our own brand website. The study found that: Chinese enterprises began to attach importance to the English version of the website construction, but the positioning is not clear, the instant update rate is low, and the content is uneven, the effect is not good. In other words, the English version of our own brand website, as the most self-controlled brand communication media, is regrettable as a whole; but it also provides room for its own media positioning and corresponding brand communication optimization.