摘要
品牌研究在传统品牌领域已经取得了辉煌成就,然而互联网的发展使得网络世界成为品牌全新的运作领域和传播渠道。在信息时代网络品牌逐步兴起的背景下,我国旅游行业应该调整品牌的运作方式,通过分析总结已有研究的不足,在借鉴传统品牌定位方式的基础上,提炼和运用网络品牌的定位策略,提升我国旅游企业的网络品牌建设的价值和竞争力。
Traditional Brand Research has achieved brilliant achievements,however,the development of the Internet makes the cyber space a new area of operation and a new channel of dissemination. Under the backgroud of gradual rise of network brand in the information age,Our country＇s tourism industry should agjust its mode of operation of the brand,and analyze the previous research and summarized the inadequate. On the basis of drawing lessons from the traditional brand positioning methods,to propose and apply the positioning strategies of the network brand ,expecting to promote the value and competitiveness of the network brand consturction of our country＇ s tourism industry.
出处
《价值工程》
2009年第7期22-25,共4页
Value Engineering
关键词
网络品牌
定位
旅游行业
network brand
positioning
tourism
