1、浅析亚马逊的网络品牌建设Analysis of Amazons network brand building 一、 亚马逊概述 1995年，亚马逊在美国华盛顿州正式创立，现在已经成为世界 500强 之一。亚马逊很早就开始重视网上销售这一新兴的销售方式，所以目前为止，亚马逊已经成为世界上销售商品品种最齐全的网上零售商，提供的产品和服务几乎包含了消费者生活的点点滴滴。2004年 8月份，亚马逊又做出了一个重大的决定，收购具有一定中国市场的卓越网。亚马逊利用自己在网上零售方面的专长，通过卓越网在中国市场的深厚群众基础，使亚马逊网络零售的步伐扎实地迈进了中国市场。这一举动，不但实现了亚马逊在中国发展网
2、上零售的目标，还彻底地使亚马逊公司成为目前全世界网上零售商的领军者。1.Amazon overviewIn 1995, Amazon was officially established in Washington state, and has been one of the top 500 in the world. Amazon began very early pay attention to online sales of this new way of selling, so far, it has become the online retailers who sells worl
3、ds most complete varieties of goods , and its products and services almost contains the every little drops of consumers life. 2004 of August, Amazon has made a big decision to purchase Joyo net who has a certain Chinese market . Amazon uses its experience in online retailing, through the deep mass b
4、ase of Joyo in the Chinese market, , Amazons online retail selling solid moved into the Chinese market. This move, not only to achieve the goal of Amazon online retail in China, but also thoroughly make Amazon Co become the worlds leading online retailers.二、亚马逊的网络品牌建设现状 Amazons network brand buildin
5、g status1产品种类的拓展。亚马逊现有的产品和服务在市场上已经有良好的群众基础，为建立更深厚、更广泛地群众基础，亚马逊采取了产品线拓展这一策略，将其品牌特性传递给更多的顾客，凭借亚马逊已有的品牌地位和群众基础，消除了消费者对新产品的不认可和不信任，提高了产品接受度，扩大了消费者的范围。这种方法是有效的，亚马逊的核心销售产品是图书和录像等，在 2008年 的时候，核心产品的销售额增长缓慢，而非图书音像类产品的销售额却占据了所有限售产品的一半。所以正是由于这种多样化经营，才使亚马逊在日益激烈的市场竞争中依旧保持了很高的总体销售增长趋势。2自创品牌。品牌的创建需要充分的市场调查，必须是市场上需
6、求较大、消费者很难快速搜索到的产品。于是，2007年的时候，亚马逊推出了款新产品 电子阅读器，这个产品不但具有普通书籍的所有特点，还优化了纸质书籍难以大量携带的缺点。这种电子阅读器，大大的方便了我们的日常生活。这种商品的推出，不但提高了亚马逊的销售额，还使亚马逊在市场上站稳脚跟。2.Amazons network brand building status1）.Prolongation of product type. Amazons existing products and services have a good foundation in the market, in order to
7、 form a deeper and more widely mass base, Amazon took the strategy of expanding the product line. By Amazon brand position and mass basis, transmit its brand characteristics to more customers, eliminate the consumers recognition and distrust of new products, improve product acceptance, expand the sc
8、ope of consumers. This method was effective, Amazons core products were books and videos, in 2008, the core product sales growth was slow, however other products sales occupied half of all restrictions products sales. It is precisely because of this Diversified management, so that Amazon is still ma
9、intained a high overall sales growth trend in the increasingly fierce competition market .2）. Create ones own brand. The creation of the brand needs a full market investigation, the product must be of huge demand, and very difficult to quickly search . So, in 2007, Amazon launched a new product - el
10、ectronic readers, this product not only has all the characteristics of ordinary books, but also optimize the carry problem of paper books . This kind of electronic reader greatly facilitates our daily life. The introduction of this commodity, not only to improve the Amazons sales, also made Amazon a
11、 firm foothold in the market.三、亚马逊的网络品牌建设中存在的问题.。 随着电子商务的迅猛发展，越来越多的企业已经认识到这种全新的网络销售已经占据了市场的主导地位，网络品牌建设很重要。但是在亚马逊网络品牌建设的过程中，仍然存在许多问题：1、网络品牌定位不清晰。很多企业都已经认识到网络品牌建设的重要性 ，却不知道网络品牌的定位的关键性。像亚马逊这样的大公司，在网络品牌定位上也存在很多问题。1）第一，网络品牌定位缺乏针对性。亚马逊的品牌定位标准模糊、层次太宽泛，不能明确显示市场的需求，也不能准确地找到品牌的目标消费群体。2）第二，网络品牌定位缺乏独特性。大多数企业包括亚
12、马逊在内，都存在品牌定位缺乏独特性这一问题，没有自己独特的品牌定位，品牌定位太过于大众化、普通化。3)网络品牌定位缺乏适中性。企业的网络品牌定位不能太高或太低，网络品牌的定位要与该企业的产品的性质、适用人群相吻合。2忽略网络信息的包装，传播媒介单一。网络信息的传播可以看作是一种广告 .很多企业一样都存在这个问题：线上线下品牌营销下合作不紧密，步调不一致。现在有些企业都只知道在线上一味的吹嘘，做出大面积的承诺，线下却不能兑现承诺，使线下跟不上线上的步伐。网络品牌建设是需要线上和线下紧密的合作才能完成的。3忽视网络品牌的管理。亚马逊的确是在逐步重视网络品牌的建设，但是却忽略了最简单的品牌管理。企业
13、的新品推出第二天，仿品也许就会被复制出来，这样就算网络品牌建设再完美，知名度再高，再有群众基础，终究会成为大众化的产品，随着越来越多的仿造品，最终走向灭亡。所以要加强网络品牌的管理，网络品牌建设才会走得更远。3.Problems in the construction of Amazons network brand. With the rapid development of e-commerce, more and more enterprises have been aware of this new network marketing has occupied a dominant p
14、osition in the market, the network brand construction is very important. However, there are still many problems in the process of brand building:1)、network brand positioning is not clear. Many enterprises have recognized the importance of the construction of the network brand, but do not know the im
15、portance of net work positioning. Big companies like Amazon, there existing many problems in the network brand positioning.(1) First, the lack of targeted network positioning. Amazons brand positioning standards is vague, too broad, can not clearly show the needs of the market, and it can not accura
16、tely find the target consumer groups.(2)Second, the lack of uniqueness in network brand positioning. Most companies, including Amazon, exist no unique brand positioning problem, brand positioning is too popular and common.(3)Third, the lack of moderation in network positioning. The positioning can n
17、ot be too high or too low, it should fit the character of the enterprises products, suitable for the crowd.2). Ignore the packaging of network information and a single mediaThe spread of network information can be seen as a kind of advertising, many enterprises exist the same problem: not tight coop
18、eration of online and offline brand marketing, with inconsistent pace. Now some companies are only aware of the online boasting, make a large commitment, but can not fulfill the promise offline. Network brand building is the need for online and offline close cooperation to complete.3).Ignore the man
19、agement of network brand. Amazon is indeed gradually attached importance to the construction of the network brand, but ignored the most simple brand management. The second day of Enterprise new product launched, imitation goods might be copied, so even if the network brand construction is very perfe
20、ct with high visibility and mass base, the new product will come to an end. Therefore, Amazon can not go further without strengthen the management of the network brand.四亚马逊网络品牌建设的对策 1加强网络品牌定位。企业要想做好品牌定位，首先，要使自己的产品具有针对性，市场上的产品不可能满足覆盖人们生活的每个方面，满足人们的所有需求，所以企业需要做好市场调查，以市场上的空缺点为自己的目标，企业的品牌产品就可以在消费者心中留下不可
21、替代的位置。其次，就是品牌要有独特性，市场上尤其是网络市场，从来都不缺少类似品，大众化的产品比比皆是。所以企业要成立自己的研发部门，建立自己的品牌个性，才可能走的更远。此外，企业的网络品牌定位要合适，企业要根据自己的品牌产品来确定目标消费群体，不能一味地追求利润或者销量。一个企业尤其像亚马逊这样的大企业，只有确定一个清晰、准确的品牌定位才有可能创立一个强势的网络品牌形象。2注重传播媒介的多样化和网络信息包装。网络信息传播的媒介多种多样，企业可以根据自身的优势和品牌选择适合的几种载体来组合，从而进行网络品牌建设。不同的传播媒介适合不同形式的品牌信息的传递，企业在选择这些网络传播介质的时候结合企业
22、品牌产品的特征，企业的网络品牌的传播速度和知名度就会有很大的提升。网络品牌建设的核心内容就是网络信息的传播，而网络信息传播的效率高不 高主要取决于网络信息的包装，首先，企业在描述产品之前，要做好调查、分析和研究，调查网络搜索的热门关键词，分析产品目标消费者，从而研究出企业应该怎样包装产品信息。其次，企业对于品牌产品的描述不但要结合自身产品的特点，真实的将产品的特性表达出来，还要找出品牌产品的亮点。这样，才可以通过信息的传播，使品牌产品在网络市场中占有一席之地。3加强线上线下的紧密合作。首先，对于已经被大家熟识和认可的产品，可以选择在网上开店，扩大消费群体的范围，然后再根据网店后台的一些数据了解
23、产品的受欢迎地区，在这些地区开设实体店，给顾客更加真实可靠的感觉。其次，企业就需要做好后台的控制和管理，采取一些强制的措施，来规范线上和线下的经销商的产品价格和品质。4加强网络品牌的管理。首先，企业要清楚地知道品牌各项指标，如品牌的知名度、品牌质量的认可度、消费者的忠诚度等等。其次，企业要清楚自己的品牌所有权，制定计划来检查、监测网络市场，还要定期的进行线下的市场调查，以防伪造品牌的出现。4.The Countermeasures of Amazon network brand building1. Strengthen the network brand positioning. For c
24、ompanies that want to do brand positioning, first of all, to make targeted products. Products on the market can not meet the coverage of people in every aspect of life, and meet all the needs of the people, so enterprises need to do market research.With empty shortcomings on the market for their own
25、 goals, corporate brand products can take irreplaceable position in the minds of consumers. Secondly, to have a unique brand, the market, especially the Internet market, has never been the lack of similar products, popular products abound. Therefore, enterprises should set up their own R D departmen
26、t, to establish their own brand personality, it is possible to go further. In addition, the companys network brand positioning to be appropriate, companies should be based on their own brand products to determine the target consumer groups, can not blindly pursue profits or sales. Only by determinin
27、g a clear, accurate brand positioning can a large enterprise like Amazon likely to create a strong brand image of the network.2. Pay attention to the diversification of media and network information packaging. There are many kinds of media in the network information dissemination, the enterprise can
28、 choose the suitable carrier according to their own advantages and the brand, so as to carry on the network brand construction. Transfer of different media for different forms of brand information, combined with the enterprise characteristics of enterprise brand products in the choice of the network
29、 media, the enterprise network brand propagation speed and the visibility will be greatly improved.The spread of brand building is the core content of network information, network information transmission efficiency and high network information mainly depends on the packaging, first of all, enterpri
30、ses in the product description before doing the investigation, analysis and research, investigation of popular keywords of web search, analysis of products of target consumers, so the enterprise should how to package product information. Secondly, the enterprise for the description of the brand prod
31、ucts not only with their own characteristics of the product, the real product characteristics will be expressed, but also to find out the brand product highlights. In this way, only through the dissemination of information can a brand product take the place in the market place.3. Strengthen the coop
32、eration between online and offline. First of all, products everybody has been familiar with , enterprise can choose the online shop, expand the scope of consumer groups, and then according to some data in product shop backstage, open the store in popular areas, this will give customers more reliable
33、 feeling. Secondly, companies need to do a good job in the control and management, to take some compulsive measures to regulate the online and offline dealers product prices and quality. 4.strengthen the management of network brand. First of all, enterprises should clearly know the brand indicators, such as brand awareness, brand quality recognition, consumer loyalty, etc Secondly, enterprises should be aware of their own brand ownership, make plans to check and monitor the network market, but also on a regular offline market research, to avoid the emergence of counterfeit brands.
