The Research On The Brand Construction Of The Portal Sites In China

The development of the internet in China has moved into an relatively mature stage. The construction of web site has not only been restricted to the propagandizing and generalizing , but also focus on the brand construction .Establishing the concept of branding emblematize that the web sites develop orderly and the competition between the web sites become more and more fiercely. Also, it is an important measure which can promote the competitive power and the impact of the web sites.The brand construction of the portal sites which are important integrated parts of the web site can reflect the brand construction of the web sites. Hereby, making an research on the brand construction of the web sites can begin with making an research on the brand construction of the portal sites.This thesis taking the brand construction of the three portal sites which are most popular in China as an example, make a research on the brand construction of the portal sites in China. First, it defines the brand and the evaluation criterion of the brand of the portal site. Afterwards, it concludes some features of the brand construction of the portal site in China through analyzing the brand construction of the above-mentioned portal sites. Based on this, it puts forwards some problems existing in the brand construction of the portal sites in China and gives some countermeasures and suggestions to solve these problems.In this research, the thesis uses the relevant theories such as mass media communication, network communication, marketing, advertising, management and social psychology as a support and also it uses some researching methods such as case analysis and comparative study. Based on this, the thesis emphasizes the problems existing in the brand construction of the portal sites in China and puts forwards some corresponding countermeasures, which is quite pertinent to reality.