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摘要：在当今社会，互联网已然成为了一种新型的媒介出现在了人们的生活之中，它不但缩短了人们之间的距离，同时也促进了人们之间的交流，使大家可以更好地在互联网上寻找自己所需要的信息。也因此一些以互联网为载体的新兴经济产业应地而生，发展迅速，许多网络品牌开始出现在消费者的视野之中。品牌作为一个企业的核心价值，它不仅仅是体现了一个产品的主体信息，更重要的是反映了这个产品的质量和服务以及一些附加的衍生信息，这些对于一个产品而言至关重要。对于商家而言，抓住消费者的心理需求也就意着赢得了商机，这些对于商家而言是一次挑战，但同时也是一次机会。在互联网上，不同的网络品牌的企业都会想要抓住这次机会，这会非常有助于激发他们创造不同于传统企业和行业的营销方式，使自己的品牌站上互联网品牌的高峰。本文是在现如今的网络市场的形势下，对网络品牌的塑造和推广分析展开研究，通过分析现如今的网络品牌的塑造特点和他们的营销状况，以及对消费者对这些品牌的体验来塑造消费者更想要的网络品牌，为现如今的网络品牌的塑造推广和营销战略提供见解。21075
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毕业论文关键词：网络品牌；品牌塑造；品牌推广；网络营销
In the network marketing brand shaping and promotion of the analysis
Abstract：In today's society, the Internet has become a new kind of media in the people's life, it not only shortens the distance between people, promote the communication between people at the same time, we can better on the Internet to find the information you need. So some on the Internet as the carrier of the industry should be born in emerging economies, is developing rapidly, many network brand began to appear in the view of consumers. Brand as the core values of an enterprise, it is not only reflected the main body of a product information, more important is the quality of the products and services to reflect this, as well as some additional information, which is critical for a product. For merchants, seize the consumer's psychological demand means to win the business opportunities, this is a challenge for businesses, but at the same time is also a chance. On the Internet, different network brand companies will want to seize this opportunity, this will really help to motivate them to create different from traditional enterprises and the marketing of the industry, make oneself of the brand on the Internet. This article is in today's network market situation, analyzing the network brand shaping and promotion of study, through the analysis of the shape of today's network brand characteristics and their marketing situation, as well as to the consumers to the brand experience to shape brand, consumers want more network for today's network brand promotion and marketing strategy to provide insights.
Keywords：Network Brand；Brand molding；Brand promotion；The network marketing
目 录
一、网络品牌的历史及发展现状 2
（一）网络品牌的定义 2
（二）网络品牌的历史 2
（三）网络品牌的发展现状 3
二、网络品牌的经营战略案例与借鉴（以“淘宝网”为例） 5
（一）“淘宝网”品牌的发展历史 5
（二）“淘宝网”品牌的营销战略方案 5
1、“淘宝网”有效选择电子商务品牌模式 5
2、“淘宝网”抓住民心，对会员实行免费制度 6
3、“淘宝网”利用不知名网站和电影宣传打开品牌知名度 6
4、“淘宝网”发展创新网络衍生产品吸引眼球 7