Research On Brand Communication Of Kongfuzi On-line Bookstore

As the important component of the book market, second-hand book market has attractedmuch attention from many people. Kongfuzi online bookstore is the largest chinese ancientand second-hand book trade platform in the world, which has occupied more than90%of theshare in chinese second-hand book trade market. Brand communication plays an increasinglyimportant role during the development of Kongfuzi online bookstore, which is valuable forunderstanding users’ requirements and making marketing planning.Brand personality is used for describing brand’s characteristics. Similar to personality ofone person, brand personality has become one important factor which is attractive for manyconsumers. The brand personality of Kongfuzi online bookstore affects the development of itsmarketing, which makes this enterprise become the largest second-hand book trade platformin the world. Its brand personality lays the foundation of brand communication.The brand communication of Kongfuzi online bookstore has its own characteristics andpaths, such as, the little scale, interaction and acceptability; the attraction between buyers andsellers；the superposition of buyers and sellers.The features of paths include the centerposition of interpersonal communication and the cooperation with other websites, ect.The internet can be interpreted as SoLoMo (Social, Local, Mobile). The official virtualcommunity of Kongfuzi online bookstore, Weixin and the big data are three importantcomponent which give huge influence of brand communication. The official virtualcommunity is useful for constructing and maintaining the public praise of its brand, whichincreases the emotion between consumer and the enterprise. As a new SNS application,weixin have the real-time, precise and embedded characteristics, which has gave a series ofchanges to the way of the brand communication. With the data becoming bigger and bigger,the era of big data is coming. In the big data environment a series of changes have happenedin brand communication. For one thing, Kongfuzi online bookstore ought to grasp more andmore new skills; for another thing, the big data provide many opportunities for brandcommunication.