網(wǎng)絡品牌生命周期研究.pdf

1、山東大學碩士學位論文網(wǎng)絡品牌生命周期研究姓名：張志霞申請學位級別：碩士專業(yè)：企業(yè)管理指導教師：胡正明20090325山東大學碩士學位論文ABSTRACTWiththearrivalofeconomicglobalization，brandhasbeenthetalismanofsuccessinmodemmarketcompetitionParticularlyenteringthe21stcenturywiththedevelopme

2、ntandapplicationsofnetworktechnologyPeoplehaschangedthewayofinformationdistributionandacceptance，andalsochangedtheenvironmentpeoplelive，work，audyandcooperateIntheendofJune2008，thenumberofChinesenetizensreached253million，

3、rankingfirstintheworldFacingtheenormousmarkettheonlinebranddevelopedliketherapidriseofmushroomedBehindtheprosperityvisionofonlinebrandbecauseofthenetworkrapiddevelopment，whatWeseeistheonlinebrandshort—livedrealityThecurr

4、entaverageageofnetworkcompaniesisonly2yearsold，whileinChinalessthan2yearsFacingthecomplexandchangingnetworkenvironment，researchingonlifecycleofonlinebrandistherequirementsofthecurrenttimesThemodeloffanshapedbrandlifecycl

5、ebreakthepointwhichtraditionalSBrandlifecycletheorysuggestedbrandlifeislimited，brandsmovetowardsrecessionandevendemiseandthisistheinevitabletrendofbranddevelopmentThroughthemeasuressuchasrepositioningandsecondarybranding

6、strategiesnetworkcompaniesmakethematureperiodunlimitedextension，evenintoanothergrowthstage，SOlongstandingpopularityatlastinto脅shapedbrandlifecycleThispaperanalyzestheonlinebranddevelopmentstatusquoaswellasthefactorsaffec

7、tingonlinebrandlifecycleBasedontheBassmodel，thesurvivalmodelofbrand，brandfanlifecycletheorybrandpointofcontacttheorycustomervaluetheoryandanalysisofgistfordesigningonlinebrandlifecycle，thepaperbringsforwardlogicarchitect

8、ureforthemodelofonlinebrandfanshapedlifecycleandpreliminarydesignstheimplementationmodelofonlinebrandlifecycleInthispaperagainst“short—lived”statusofonlinebrand，theauthoranalyzethemeaningofonlinebrandlifecycleandtheactor