建立網路品牌形象策略之研究

品牌形象策略為企業整體行銷的利器，其強調的是企業文化的塑造與品牌形象的建立。品牌形象策略自二十世紀以來，便已被許多歐美先進國家的企業廣泛地運用，但國內在網路品牌形象之研究與應用，均尚顯不足。本文以實體企業的識別系統、品牌價值，以及品牌定位為基礎，研討網路品牌、線上顧客經驗設計、企業網站，及其品牌策略等議題。本研究係以質性研究法為主軸，實務設計為輔，說明網路品牌形象策略的應用之道。

The strategy of the brand image is sharp weapon for the whole marketing enterprise. It stresses the culture of the enterprise and establishes the brand image. It has been sued by the enterprises since 20th century. Based upon the literature of corporate identity system, brand value, and brand positioning, this paper explores the topics of internet brand, online customer experience design, enterprise web site, and the brand strategy. The authors also take Soho network Co, Ltd. as an example to illustrate how to make full use of this strategy.