国内门户网站品牌塑造及模型构建——基于国内外门户网站的比较研究

摘要

互联网是全球化的虚拟化,虚拟体验直接影响顾客的认知与行为,从而影响网站的品牌。基于受众体验的国内门户网站品牌塑造模型的构建,是国内门户网站在参考国外先进的网站建设的成功经验的基础上,塑造适合国内门户网站的品牌策略和一项重要的竞争策略。%Internet is the virtualization of globalization.Virtual experience immediately impacts the cognition and behavior of consumers,and thus influences the brands of websites.Establishing the domestic portal brand construction model based on consumers＇ experience is an important competitive strategy.In establishing the appropriate brand strategy of the domestic portals based on learning from the successful experience of the construction of the foreign advanced portal.