BRAND REENGINEERING MODEL OF E-COMMERCE CORPORATION
E-commerce has brought about a complete revolution in business process and redefined our notion of a customer. With the mature combination of internet and business, the brand engineering of pure e-commerce companies and the brand reengineering of mixed ones have been of paramount importance. So the paper first puts forward the definition and characteristics of mature e-commerce, the paper sets up a brand reengineering model: when facing the challenges such as buyer expectation, supplier and other partner expectation, substitute brand challenge, new entry and industry brand rivalry under the circumstances of internet and www, e-commerce corporations should reengineer their brand through the process of corporation identity, relations with customers, authorization、 trust and loyalty from market, and corporation culture. At last, a case is analyzed to explain how to apply die model to actual industry analysis.
brand reengineering e-commerce case analysis.
Siqing Liu
Strategic Planning College of Chongqing Technology and Business University, P.R.China, 400067
国际会议
5th International Conference on e-Engineering & Digital Enterprise Technology(第5届e工程及数字企业国际学术会议)
贵阳
英文
61-65
2006-08-16（万方平台首次上网日期，不代表论文的发表时间）