虚拟企业的网络品牌建设

论文编号:DZ047     论文字数:9254,页数:15

摘   要

       随着计算机网络和通信技术的日益发展以及Internet的普遍应用，虚拟企业兴起，其具有虚拟化和数字化的特点，使虚拟企业越来越多。为了在众多虚拟企业中更好的生存，网络品牌建设是对虚拟企业提出的一个新的挑战。
本文针对目前虚拟企业发展的现状，提出虚拟企业网络品牌建设的理念。首先简述了虚拟企业网络品牌建设的国内外现状，本论文的研究途径，创新及不足；其次，介绍虚拟企业的基本含义，分类及发展；紧接着提出虚拟企业网络品牌建设的观点，实施网络品牌的意义及建立网络品牌的途径；然后提出网络品牌建设方面存在的问题及解决问题的方案。

【关键词】 虚拟企业 网络品牌 品牌问题 品牌管理

Abstract

With the development of the computer network, the communication technology and the prevalence of Internet, virtual enterprises have become more and more popular due to its characters like virtualization and digitalization. The building of network brand is a new challenge for the virtual enterprises to survive in the competition.
The paper advances the concept about the establishment of virtual enterprise’s Internet brand. First, the article gives a brief introduction to the research situation about the the establishment of virtual enterprise’s Internet brand home and abroad, the research roadmap, and the innovations. Then, it illustrates the basic definition, classification and development of the virtual enterprise. After that it puts forward the idea of the establishment of Internet brand in the virtual enterprises, the significance of the implementation of Intern brand and the ways of the establishment of Internet brand. Finally, the article provides the problems and solutions regarding to the brand building of the Internet brand.

【Key words】 Virtual Enterprise;  Internet Brand; Problems of Network; Brand Management

  目  录

1  引言 ................................................2
1.1研究的背景和意义.................................... 2
1.2 国内外发展及研究现状 ...............................2
1.3 本文的研究路径 .....................................3
1.4 本文的创新及不足................................... 3
2  虚拟企业的概述 ......................................3
2.1 虚拟企业的定义 .....................................3
2.2 虚拟企业的分类 .....................................4
2.3 虚拟企业的发展 .....................................4
3  虚拟企业网络品牌的建设 ..............................5
3.1 虚拟企业网络品牌的提出 .............................5
3.2 网络品牌与传统品牌的区别 ...........................6
3.3虚拟企业网络品牌的建设的途径 ........................8
4  虚拟企业网络品牌建设应注意的问题 ....................10
4.1虚拟企业网络品牌建设存在的问题 ......................10
4.2 网络品牌设计方面应注意问题 .........................11
4.3网络品牌的管理 ......................................11
5  结论 ................................................12
参考文献 ...............................................14
致谢 ...................................................15