文档介绍：The Branding Strategy in the Web and Ec Era
Xuping JIANG
School of Economics & Management, Tsinghua University,
Beijing, 100084, P. R. China
E-mail: ******@.
Abstract: The paper analyzes the branding strategy brand or e-brand.
and points out that web site branding is the Traditionally, the brand is an important asset of the
most important marketing resource for e- business. Nowadays, the environment for business
commerce developing strategy. It also operations undergoes changes. Traditional branding
analyzes the principle of forward service strategy can not meet the needs of the web era. An
technology and its application on the base of obvious example is that: if you put the three letters: I,
survey. It gives several effective ways to B, M, together, you will immediately treat it as a
avoid traditional brand assets loss and how to puter brand and you will associate it with
promote the web site brand in web and e- puter products, service, quality, technology and
commerce era. other information. However, if you just regard it as a
Keywords: merce, Network Marketing, domain name of mercial web site, and access it,
Branding, Marketing, you are surely to find much more than what you have
Forward Service. known about it. This example fully explains that the
information volume contained in traditional brand is
1 Introduction of little he