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《纽约时报》公司主席、《纽约时报》出版人阿瑟·苏兹伯格(ArthurSulzberger)曾平静地告诉人们:“如果你是一位已有150年历史(这可是目前许多网络公司平均寿命的75倍)的公司主席的话,你的眼光可能会比较长远。”言下之意,目前蓬勃发展的网络公司的平均寿命只有2年。在中国,网络公司的平均寿命甚至还不到2年。在网络飞速发展带来了的网络品牌的繁荣景象背后,我们看到的是网络品牌短命的现实。除了缺乏合理的经营计划,并且对未来发展存在不切实际的预期之外,长期忽视网络品牌忠诚度的建设和维护,也是导致网络品牌短命的原因之一。事实上,网络公司对品牌忠诚度的认识十分有限。根据2001年《时代周刊》的报道,虽然英国每年的网上交易总额已达18000亿欧元,但大约2/3的英国网络公司却对顾客的喜好和行为一无所知。这一认识的盲点正是大多数网络公司只能短暂生存的症结之一。
Arthur Suzlberger, chairman of The New York Times and publisher of the New York Times, calmly told people: “If you are a 150-year-old man (which is the life expectancy of many internet companies today 75 times), your vision may be longer-term. ”The implication is that the current thriving Internet companies have an average lifespan of only two years. In China, the average life expectancy of online companies is even less than two years. Behind the booming network brand brought by the rapid development of the Internet, what we see is the reality of short-lived network brands. Apart from the lack of a reasonable business plan and the unrealistic expectation of future development, long-term neglect of the construction and maintenance of network brand loyalty is also one of the reasons leading to short-lived internet brands. In fact, Internet companies have a very limited understanding of brand loyalty. According to the 2001 Times, nearly two-thirds of British Internet companies know nothing about customer preferences and behavior, although the total annual online transaction in the UK has reached 1.8 trillion euros. The blind spot of this understanding is one of the cruxes that most internet companies can only survive for a short time.