The Research On Brand Equity Generation Strategies Of Marketing 2.0 Environment

With Web2.0 related applications' innovation and popularization, Internet for corporate, is no longer a simple medium or marketing tool, but the development of marketing concept and theory, and also led the marketing environment into the 2.0 era. This paper provides an overview of the information technology environment's changes, and the marketing environment about the continuous innovation of medias and the enhancive participation of customers, then reports the behavior patterns and role changes between business and consumer in the process of brand equity generating, presents the brand equity's particular constitutions and generation process under the new environment, thus systematically analyzes the peculiarity and regularity of brand equity generation method and brand transmission mode.The brand value of marketing 2.0 times is reflected to the value exchange process between customers and the brand, including information distribution, experience, communication, selection and maintain five stages. Enterprises interact with consumers through different ways and strategies at various stages, use various method of scientific and technological innovation, find various media contact point, create a unique personalized experience and information-sharing platform for the consumers, invite consumers to participate in brand value defining and exchanging process, so that the consumers have the information control power, and create brand value together with enterprises. Through information dissemination and its brand value exchange, the brand value is reflected, and brand equity can be generated.