| In the traditional business environment, the brand is always the core content of the enterprise marketing strategy, consumers' long-term of brand loyalty is profitable enterprises to acquire the main source. But in the network economy, brand of function and value began to suffer. This is because that on the one hand, market entry barriers lower, more products into a commodity, various kinds of brand constantly emerging, On the other hand, consumer with network can easily get about products, services and provider of information, and thus become more shrewd and picky. People can not help the resulting doubt, network economy how to conduct brand construction to produce effective brand loyalty?Through a series of investigation and research by experts and scholars, the results objectively indicate that, in the network economy brand will still play its irreplaceable role, but the key factor decision brand but to change. In the network economy, the brand has not like the traditional environment that rely on drab product image and one-way advertising. Therefore, the enterprise if still rely on traditional brand construction method, it is very possible gradually lose consumer brand loyalty. With online trading increasingly frequent and thorough, consumers and business and the connection between exchange more network tendency. And consumers more dependent on through the network and the enterprise happening, they contact to brand cognitive more depends on the network for the relevant experience - comfortable fast interface, convenient to choose and pay and friendly dialogue, etc. Therefore, how to make consumers perceive an outstanding Internet experience is the enterprise to carry out the brand construction to solve the key problems. While the emergence of Internet community, just for enterprise provides a new and effective way.The online community is arisen the important tool and means with the development of the Internet network marketing. Brand loyalty while there are many scholars further research and discussion, but for network brand loyalty research is still in the initial stage, for B2C e-commerce platform on how to form a brand loyalty is in mystifying. Research network community and B2C e-commerce platform brand loyalty problems related to the forefront of research is an academic issues, both at home and abroad will this as the future research direction of development and center of gravity, also B2C e-commerce network marketing practices the key and difficult problem. Based on reviewing the basis of existing research results, this paper discusses the online community, community members and B2C e-commerce platform brand loyalty, etc, the relationship from the theoretical level reveals the community and B2C e-commerce platform brand loyalty and the factors affecting the conduction mechanism, from the practical level, an application framework and management strategies for B2C e-commerce enterprises to develop the network community and network brand marketing activities provide systematic theoretical guidance and application methods. Given the huge influence of the online community, as well as network brand loyalty for B2C e-commerce platform, the importance of this study has the following theoretical and practical significance:Theoretical significance: in brand loyalty such classical theory on the basis of study, from community and individual (community members) two different dimensions, introducing the new individual factors Angle to analyze the brand loyalty formation and development process, and every stage of conduction modes, enriched and developed the theory of network community construction.Practical significance: results contribute to B2C e-commerce enterprises cognitive online community's value and value added process for enterprise through the network to cultivate and sustain the community media loyalty client provides a new way and method, Help enterprises to understand community and individual in network marketing, so as to determine the status of community, and community members shall, in Internet marketing, what role play what role, adopting the specific measures marketing strategy.The essay has eight chapters, the first chapter are stated in part; The second chapter for literature review and evaluation; Chapter 8 for full text summarizes and research prospects in the third chapter to chapter seven is the main part of the thesis. The whole thesis structure chart, please see the first chapter subdivisision 1-3 shows.The first chapter is the introduction section, this paper expounds the thesis research background, research status and significance, the main content of the dissertation research paper pointed out in the research scope, the research Angle, full-text research of logical structure and structural system, introduced to solve the key problems of papers, the main work, study phase, In addition, the paper studies show the method, etc.The study is in related research achievements at home and abroad on the basis of. This section of this paper are mainly embodied in the second chapter, which reviewed and brand relevant concept and definition, network and brand this paper research object, definition of brand loyalty related definitions, brand loyalty and the factors affecting the related theoretical model. B2C e-commerce platform the concept and definition, B2C e-commerce platform the research situation, the B2C e-commerce platform of sorting. Community of theory, the properties and application of community, community categories and related fields theory research also points out existing deficiencies and related questions and caused by this paper thinking.The main part of the paper includes the third, fourth and fifth, the sixth and seventh chapter.The third chapter puts forward the online community of B2C e-commerce platform brand loyalty affecting factors and transmitting mechanism of theoretical model, and the model of the theoretical sources do cautious. the paper, Put forward in this paper that, The survey WenXiang expected measurement, Considering the research variables measurement, Variable measuring reliability and validity of the evaluation and this paper USES data analysis method.The fourth chapter to chapter 7 of part, is an empirical study divided four chapters respectively on four different types of B2C e-commerce platform made the corresponding statistical analysis. The fourth chapter of shopping mall type comprehensive platform analysis and derives the corresponding influence mechanism model. The fifth chapter to specialize in commodity platforms, analyze and derives the corresponding influence mechanism model. The sixth chapter on enterprise network direct marketing platform, analyze and derives the corresponding influence mechanism model. Chapter 7 jan.7 platform for analysis and derives the corresponding influence mechanism model. These four chapters of empirical studies are based on the third chapter theories put forward by model and spread and apply to the structural equation model of each research conclusion inspection and correction.Final chapter 8 part contains conclusion to summarize and research prospects in the content of text based on the review of the online community, inductive summary of B2C e-commerce platform brand loyalty affecting factors and transmitting mechanism to various types of model, this paper summarizes the full text of the research work and the conclusion, emphasizes the main conclusions and theory and practice, and puts forward the innovation points with B2C e-commerce platform community construction practice related Suggestions and points out this paper limitations and future research direction of further research prospects and the corresponding.This study aiming at the B2C e-commerce platform in the Internet community environment of brand loyalty affecting factors and transmitting mechanism thorough, comprehensive research and discussion, will B2C e-commerce platform into four categories respectively for empirical research, basically have the following some innovation points:1. The online community of B2C e-commerce platform brand loyalty affecting factors and transmitting mechanism theory innovationTo traverse all relevant brand loyalty and network brand loyalty literature, involving electronic commerce general as a website for research, the object of study is also ecommerce brand loyalty. But this research is aimed at the whole e-commerce platform, which is considered as a whole, including community also called community platform, and it is also the B2C e-commerce platform indispensable part of one. This study is based on this basis. Although this paper are not the first to put forward this concept, but the research domain, it is before many scholars study on new development, and through the study, also confirmed that will B2C e-commerce as a platform to research more conform to the present development trend, also reflected the e-commerce platform of component part in the whole platform operation process of the important role played by.This paper studied the influence mechanism including affecting factors and transmitting mechanism in two aspects, the related factors affecting the research literature, and brand loyalty and network brand loyalty research always jump out brand loyalty classical theory frame, in analyzing the influential factors of time also is around the original research foundation. This paper introduce community this affect the environment, for in the new environment B2C e-commerce platform of brand loyalty influence factors to the full range of study, puts forward the community members individual professional degree, members of the community individual perceived, members of the community individual into degree, community involvement, community anastomosis degree, platform commodity diversification degree, specialized degree, platform commodity individualization degree and commodity price level as a measure of platform influence B2C e-commerce platform brand loyalty of several factors, and the empirical research about whether the platform brand loyalty significant impact, and further studies its transmitting mechanism, confirmed the platform trust, platform satisfaction and community members individual into the three variables for degree platform brand loyalty intermediary role, this is a bit of innovation in theory.2. For in different types of B2C e-commerce platform subdivided, targeted the empirical research innovationBased on the empirical research process, not roughly divided B2C e-commerce platform unified study, but according to relevant scholars and professional consulting company in e-commerce industry report the data analysis, combined with the B2C e-commerce platform development characteristics, its refining is divided into four with different characteristics of e-commerce platform, divided into shopping mall type comprehensive platform, specialize in commodity platform, enterprise network marketing platform, and even apartments-and platform, and in the light of the platform, summarized the characteristics of four different factors studied respectively, and further points out that different types of platform its brand loyalty affecting factors and transmitting mechanism is not the same. Also is based on this, according to different types of platform, the community construction and management also to be pertinently adopt different ways. Such targeted empirical research to ensure this research results of practical significance and value, which is based on the empirical research on this field innovation.
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