201638040102陈敏芬定稿.doc

PAGE\*MERGEFORMATI摘要随着互联网，社交媒体等的推广发展，社交电子商务逐渐兴起，而手机微店也应运而生，微店的推广仅仅只是依赖传统的模式已是难以再提升品牌的知名度和运营管理，激发更高的金额交易和忠实的客户群。因此本文全方面、深入地分析了云集微店品牌建设管理的现状，从调查现状中发现目前该APP存在HYPERLINK\l_Toc3933品牌意识薄弱，HYPERLINK\l_Toc1848品牌忠诚度低，品牌定位缺失，HYPERLINK\l_Toc23845品牌标准化水平落后这五个问题。针对这五个问题，分别提出了HYPERLINK\l_Toc14782打造公共品牌，细分客户忠诚类型，匹配个性化方案，加强管理水平这五项发展对策。以此来加强品牌的识别功能和对消费者的沟通功能，形成其独特竞争力。关键词：品牌建设社交电子商务品牌定位PAGE\*MERGEFORMATIIPAGE\*MERGEFORMATIIAbstractWiththepromotionanddevelopmentoftheInternet,socialmedia,etc.sociale-commerceisgraduallyemerging,andmobilephonemicrostoresalsoemergeattherightmoment.Thepromotionofmicrostoresonlyreliesonthetraditionalmodel,whichhasmadeitdifficulttoimprovethebrandawarenessandoperationmanagement,stimulatehigheramountoftransactionsandloyalcustomers.Therefore,thispapercomprehensivelyanddeeplyanalyzesthestatusquoofbrandconstructionandmanagementofclustermicrostores,andfindsthattheAPPhasfiveproblems:weakbrandawareness,lowbrandloyalty,lackofbrandpositioning,andlaggingbrandstandardization.Inviewofthesefiveproblems,fivedevelopmentcountermeasuresareputforward,namely,buildingpublicbrand,subdividingcustomerloyaltytype,matchingpersonalizedplanandstrengtheningmanagementlevel.Inordertostrengthenthebrandidentificationfunctionandconsumercommunicationfunction,intoitsuniquecompetitiveness.Keywords:BrandBuildingSocialE-commerceBrandPositioningPAGE\*MERGEFORMATIII目录HYPERLINK\l_Toc6312一、引言PAGEREF_Toc63121TOC\o"1-3"\h\z\uHYPERLINK\l_Toc6312二、云集微店品牌建设概述PAGEREF_Toc63121HYPERLINK\l_Toc12216（一）云集微店简介PAGEREF_Toc122161HYPERLINK\l_Toc32573（二）云集微店品牌建设现状PAGEREF_Toc325732HYPERLINK\l_Toc2820三、云集微店品牌建设存在的问题3HYPERLINK\l_Toc3933（一）品牌意识薄弱，市场信任度低3HYPERLINK\l_Toc1848（二）缺乏用户体验，品牌忠诚度