On The B2c E-commerce Sites The Way Of Brand Building

E-commerce is a very popular concept of business. Since being introduced in China several years ago, it has grown rapidly. B2C e-commerce is one kind of e-commerce mode, in other words, it refers to online retailing. China's B2C e-commerce market scale expands rapidly. There are numerous B2C e-commerce companies, and their way of operating and offering service is homogeneous. The situation above of B2C e-commerce leads to fierce competition in this field.China's B2C e-commerce has encountered various difficulties in the process of development. All the problems can be divided into two categories. One is immature environment of e-commerce in China including online security, trust and payment. The other problems result from the way of operation of themselves. After-service, distribution and brand management are the three key factors influencing the websites'performance, especially brand management. Most of B2C e-commerce companies haven't paid attention to the brand image of the website. They adopt low price strategy to deal with the competition, which do harm to the growth of the website.This essay focuses on how to establish the brand of B2C e-commerce company. It has four parts. The first one is the general theory part, which includes the concept of B2C e-commerce and brand. The second one describes the history, status quo and growth trend of B2C e-commerce in China, and analyzes the necessity of establishing of brand for website. The third one is the core part of this essay. This part proposes a series of approaches of establishing the brand, as well as a case study of dangdang.com to support the ideas. The last part is the conclusion.