Brand Communication Strategy Of Domestic B2C Websites In The Context Of Media Convergence

Adopting the empirical research,the paper selects the member of Alibaba "Big Ali" strategy as the case study object. It is the biggest domestic E-commerce company. Based on the Fusion theory in the media, integrated marketing communication theory, the author systematically analysised the brand communication strategy of them by means of the classical analysis methods such as SWOT etc. And small part of the audience had accepted the related market survey. Hope for the development of other domestic e-commerce website and learn the meaning of inspiration.Article focused on how they used a variety of media to do different forms of brand communication activities in the context of the continuous development of technology in the media, big media integration trends are becoming evident and To obtain a favorable position in market competition. In this case,more and more e-commerce website to take a combination of online and offline media strategy phasor, relying the advantage of media communication on their own, while using other traditional media resources,so as to achieve a more effective dissemination of results.