Study On Strategy Of The Internet Enterprise Brand Extending Based On The Customer Experience

In nowaday’s commercial society of brand competition, experience marketing has become a popular way of marketing, representing the development direction of future enterprise brand marketing activities. Therefore, the implementation of experiential marketing is the starting point of carrying on the brand development, building brand loyalty and promoting the brand extension. Business of applicable brand extension industry expanded from the fast consumer goods to experience products, service brand and even dcelectronic service brand. For many years’ development of the new economy represented by the Internet Co, they have gradually become outstanding company, offering a wide range of solutions, developed a rich products and services on the basis of brand extension, and they constantly update and optimize. Products and services being launched by these Internet Co, meet the interest of changing Internet users but also the need of adapting to the increasingly fierce market competition. Therefore, focuses of more and more Internet enterprises have been shifting from the original competition concerning product development to the unique customer consumer experience.This paper reviews the relevant research at home and abroad enterprises related to customer experience and brand extension, analyzes the theoretical basis on corporate brand extension, analyzes the interaction mechanism of customer experience and brand extension. This paper reviews the theories of Internet enterprise in the customer experience and brand extension, the implementation environment of Internet enterprise brand extension, explores the Internet enterprise brand implementation mode, and through the risk assessment and implementation effect evaluation of the Internet enterprise brand before the implementation, summarizes the general path of Internet enterprise brand extension. This paper summaries strategy, method and effective route for Internet enterprise brand extension through the study of the two representative enterprise Tencent and Alibaba.This paper focuses on the research of path and implementation background of Internet enterprise brand extension and focuses on diversification of the brand extension. Different from mostly research on traditional enterprises, this article attempts to discuss about the brand extension Influencing factors in the Internet environment, evaluates Internet enterprise brand extension effect using assets evaluation model, investigates whether the classical theory of brand extension is applicable to the Internet environment, and explore the unique factors of the influence of brand extension in the Internet environment.