B2c E-commerce Site, Brand Communication Strategy Research In China

Today, electronic commerce has gradually become a part of people’s life and consumption. Along with the electronic transactions, a variety of services and method of payment related to transactions, have also gradually become electronic. When the electronic develop to a certain degree, we can understand that the electronic commerce is a part of our life.Since1999, Chinese B2C e-commerce has developed for12years, the competition among enterprises will be fiercer and fiercer. Price war that it is a core competitive pattern in the primary industry stage, is still important in B2C market in2011, will lead to the customer’s disloyal behavior to enterprises, because it is simple and efficient to compare product prices among sites through the search engine at the same time. It is also not conducive to long term development of enterprises. For enterprises, that do a good brand which make the audiences form brand loyalty, is the key of development and the competition. In addition, it’s not long after B2C application was born, the research on B2C brand communication is not deep enough. So, it is very significant to research the strategy of B2C electronic commerce brand communication to healthy and orderly development of our B2C e-commerce sites.This paper includes four chapters. First chapter is the basic situation of Chinese B2C e-commerce and the current situation of study on B2C e-commerce and the path of this study. In second chapters the brand communication theory is sketchy accounted. The third chapter has analyzed current problems from current situation of our B2C electronic commerce brand communication.The fourth chapter is the most part of this paper which has constructively introduced our B2C e-commerce website brand communication path based on audiences and theory analysis from Communication and marketing, and our B2C e-commerce website brand communication strategy using case of amazon study and experience analysis mix method. And then hope this paper will provide reference to theoretical study and practical operation of our B2C e-commerce enterprise brand communication.