移动互联网背景下企业品牌塑造策略研究  

Research on Brand Building Strategy of Enterprises under the Background of Mobile Internet

作　　者：何成战[1] 韦绍华[1] He ChengZhan;Wei ShaoHua(Liuzhou Vocational&Technical College,Liuzhou 545006,China)

机构地区：[1]柳州职业技术学院,广西柳州545006

出　　处：《柳州职业技术学院学报》2020年第2期27-30,34,共5页Journal of Liuzhou Vocational & Technical College

基　　金：广西高校中青年教师能力提升课题(2017KY1043);广西高校中青年教师能力提升项目(2019KY1280)。

摘　　要：移动互联网的迅猛发展正在冲击企业传统的营销方式。为顺应移动互联网发展的时代要求,推动企业品牌形象持续稳健发展,首先对移动互联网的特征进行详细的分析,然后阐述移动互联环境下企业品牌塑造的意义,最后针对塑造品牌的过程中存在的问题提出具体解决对策。The rapid development of mobile internet is impacting the traditional marketing methods of enterprises.In order to comply with the requirements of the era of mobile Internet development and promote the sustainable and stable development of corporate brand image.Firstly,this paper analyzes the characteristics of mobile Internet in detail;secondly,it expounds the significance of corporate brand building under the mobile Internet environment;finally,it puts forward specific solutions to the problems in the process of brand building.

关 键 词：移动互联网 品牌塑造 企业发展 

分 类 号：F273.2[经济管理—企业管理]