B2C網(wǎng)絡(luò)品牌形象塑造探究——以天貓商城品牌形象塑造為例_205.pdf

1、B2C網(wǎng)絡(luò)品牌形象塑造探究一以天貓商城品牌形象塑造為例摘要互聯(lián)網(wǎng)已經(jīng)將人們的生活進(jìn)行了徹底的變革，人們通過(guò)日益多元化的互聯(lián)網(wǎng)載體，實(shí)現(xiàn)獲取信息、交友、購(gòu)物、銷售產(chǎn)品等活動(dòng)，正因這樣的社會(huì)需求，在互聯(lián)網(wǎng)時(shí)代背景下產(chǎn)生的網(wǎng)絡(luò)企業(yè)應(yīng)運(yùn)而生。電子商務(wù)是互聯(lián)網(wǎng)經(jīng)濟(jì)的主要表現(xiàn)形式，而B(niǎo)2C又是電子商務(wù)中極具代表性的模式之一。超過(guò)70％的電子商務(wù)網(wǎng)站屬于B2C模式。隨著電子商務(wù)的發(fā)展，B2C企業(yè)開(kāi)始發(fā)展壯大，漸漸的開(kāi)始有了自主的品牌意識(shí)，這些企業(yè)便紛

2、紛開(kāi)始向網(wǎng)絡(luò)品牌轉(zhuǎn)型。從最初渠道，物流，以及售后服務(wù)的競(jìng)爭(zhēng)發(fā)展到市場(chǎng)之間的競(jìng)爭(zhēng)?！瓸2C企業(yè)的競(jìng)爭(zhēng)出現(xiàn)白熱化，越來(lái)越多的B2C企業(yè)為了在市場(chǎng)中取得一席之地，不約而同的將打造品牌形象提升到戰(zhàn)略層面，進(jìn)而促進(jìn)了B2C企業(yè)之間品牌形象的競(jìng)爭(zhēng)。由于互聯(lián)網(wǎng)區(qū)別于傳統(tǒng)媒體特征，網(wǎng)絡(luò)品牌在品牌塑造，傳播上也呈現(xiàn)出不同的形式。相對(duì)傳統(tǒng)品牌形象塑造的方式方法而言，網(wǎng)絡(luò)品牌形象塑造過(guò)程中的一些要素發(fā)生了明顯的變化。除了最基本的視覺(jué)設(shè)計(jì)外，用戶體驗(yàn)，交互設(shè)計(jì)

3、，信息架構(gòu)，互動(dòng)設(shè)計(jì)，SNS社會(huì)化媒體營(yíng)銷，這些新興的要素出現(xiàn)在我們眼前。本論文對(duì)這些構(gòu)建網(wǎng)絡(luò)品牌的新要素首先從理論上解釋說(shuō)明，然后結(jié)2ABSTRACTIntemethasbeenshapingli佬styles。anditenablespeopletoacquirenews。socialrelations，shopping，andsellingproducts，andnetworkenterpriseshavebeengenerati

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9、agefromvariousaspectsincludevisualdesign，ITarchitecture，userexperience，andbrandoperationUndersuchbackground，thispaperfocusesonhowtocreateB2Crelatednetworkbrandimage，inparalleltriestoinspiretheprocessofcreatingnetworkbran

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