华为公司基于互联网品牌传播策略的研究

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1、MBA学位论文作者：陈乃狲华为公司基于互联网的品牌传播策略研究ABSTRACTAf诧radecadeofrapiddeVelopment，China’sIntemethaSgonedeepintoaJJaspectsofpeople’sdailyliVes．Withthepopularityofsmanphones，theappearanceofmobileintemet，fbmpaymentoffees，traVelandaccommodation，cateringandentertainmenttoshopping，allthesecanbedonethroughinte

2、met．People。sliVeshaVechangedandgradualIy，moreandmorewOrkanddailyliVescanberealizedthrou曲thenetwork．Changeoflifestylehasbroughtaboutthechangeofmarketingmodeofcompanybrand．AnincreasingnumberofcompaniesbegantoshiRf．romtraditionaladVertisingcommunicationtothespreadofonIineadVertising，行．0mprelim

3、ina巧onlineadvertisingtotrialofvariedf-oI’msofnetworkcommunication．Theyarepayingmoreandmoreattentiontoshaping，promotionanddeVelopmentoftheircompanyorbandimageintheenvironmentofintemet．Asf打aSHuaweiisconcemed，thoughthebrandcommunicationdepanmenthascarriedoutala唱enumberofIntemetbrandmarketingac

4、tiVities，theyhavenOtyetformedaclearideaabouthowtousetheintemetmediaandcommunicatiOntoolsaSwellasspec讯cstrategies，methodsandresultsevaluationThisaniclemakesasumma呵ofthecharacteristicsandresearchachievementsofbrandcommunicatiOntogetherwithintemetbrandcOmmunicatiOn．Itanalysestheintemetcommunic

5、ationenvironment’channelsanditsaudjence，CombinedwithHuawei’sIntemetcommunicationsituationandtheexistingproblems，thisa而cle，followingtheorderofbrandpositioning，strategiesanalysis，fomsofcommunication，channelintegration，resultsevaluation，makesanin—depthresearchOnthecharacteristicsofvariousfornl

6、sOfintemetcommunicatiOn，andstrivesto行ndsuitableideasofIntemetbrandcommunicationforHuaweiMoreoVer，fromtheperspectiVeofnnaleffectsoftheiro唱anizationguarantee，riskcontrolandprocesscheckoncommunicationactiVities，thisarticlealsomakessuggestionsforo曙anizationaIstructureofIntemet-basedbrandcommuni

7、cationteam．FinaI】y，combinedwiththeeValuationmodeloffinalcommunicationresults，itproposesrelatiVelypracticalideasaboutintemetbrandcommunicationstrategiesforHuawei，hopingtoo仃erguidanceofintemetbrandcommunications”ategiesforHuaweiaswellasforothercompaniesint