Research On The Application Of Internet Advertising In Brand Strategy

With the rapid development of Internet and the growing surge of massive information, the Internet industry is facing great opportunities at the same time, also have a variety of challenges. At present, the Internet has entered the period of market development, technology and the improving network, on the basis of user experience, Internet companies need to do is more better to build their own brand, building reputation, reputation and customer loyalty, to get more users, so as to gain a foothold in the market. Whether the Internet itself or the support of our government, the environment is very conducive to the development of the Internet companies, but the PC market is narrow and rapidly expanding mobile side will need to enterprise brand strategy appropriate to the center of gravity of transfer. Combined with the new situation, new characteristics on the development of the Internet industry, to use for the study of advertising content, brand strategy development direction for research, exploration warehouse effective enhance the development of the Internet enterprise brand strategy, not only has important theoretical significance, at the same time to speed up the development of the Internet enterprises, reduce operational risks, improve the long-term and healthy development of the whole industry, also has important practical value.Based on Internet companies advertising use as the research content, the full text is divided into six chapters, the first chapter is to introduce research background, research status summary and the research content and method of instruction; The second chapter to enterprise brand strategy related theory as the research subject, respectively on the concept and value of the brand, the concept and characteristics of corporate brand strategy and corporate strategy practice content system is also discussed in detail, for the study of the subject prepared to plenty of theory; The third chapter for the analysis of the necessity of Internet companies use advertising, based on the actual data to analyze the current situation of the Internet market, Internet advertising development prospects; The fourth chapter for the AD on the Internet enterprise brand strategy analysis, the application through the system theory research above, summed up the Internet enterprise brand attributes and brand development strategy, the advertising of Internet companies using theory analysis and strategy; Chapter 5 for instance analysis, select two big Internet companies as the research object instance, the enterprise general situation and the actual advertising use strategy for system analysis, to achieve the completion of research; The sixth part is proposed on the basis of the above personal Suggestions to the development of the Internet companies advertising use, promote the good Internet enterprise brand strategy.