网络营销模式下品牌推广研究

摘要

网络时代背景下网络营销的竞争已成为企业参与市场竞争的主要竞争模式之一,网络营销模式下的品牌推广正逐步取代网络直销成为企业网络营销竞争的核心。文章在对品牌推广与网络营销关系研究的基础上,提出的网络营销模式下品牌价值的模型,进而从企业战略层面分析了品牌推广存在的问题,探讨了品牌推广战略实施的影响因素,提出了网络营销模式下品牌推广的主要实施策略。%Abstract ：Under the background of Network era, the On - line marketing competition has become one of the main competition modes while the enterprise participating in the market competition. Brand promotion in On - line marketing model is gradually replacing the direct marketing, and becoming the core of competition. The essay proposed the the brand value model, so to give analysis on brand -promotion from the enterprise perspective, then discuss the influence factors when the brand promotion is enforced, put forward the main brand- promotion strategies in On- line marketing model.