品牌拟人化与跨境电商企业品牌营销策略  

Brand personification and brand marketing strategies of cross-border e-commerce enterprises

作　　者：吴玮[1] Wu Wei

机构地区：[1]浙江经贸职业技术学院,浙江杭州310018

出　　处：《数码设计》2018年第14期72-72,共1页Peak Data Science

摘　　要：品牌拟人化作为新兴网络营销方式,深刻改变着品牌与用户的关系,为部分企业带来了显著的品牌认知红利。跨境品牌根植于互联网,尽管面临跨文化发展环境,依然能够从品牌拟人化中获益。本文探讨跨境电子商务企业执行品牌拟人化的宏观环境、现实意义和策略建议,以期为跨境品牌的设计与管理提供借鉴。as a new network marketing,brand anthropomorphic profoundly change the brand's relationship with the user,for part of the enterprise has brought significant brand recognition bonus.Cross-border brand rooted in the Internet,in spite of cross-cultural development environment,can still benefit from brand personified.This article discuss cross-border e-commerce enterprises implement brand personified the macroscopic environment,the realistic meaning and policy Suggestions,so as to provide reference for the design and management of cross-border brand.

关 键 词：品牌拟人化 跨境电商 心理认同 

分 类 号：F724.6[经济管理—产业经济]