Research On The Communication Strategy Of Branding The E-business Of Brick-and-mortar Stores

Along with the development of communications technologies and the Internet,e-commerce presents a serious test for brick-and-mortar stores. On the other hand, thepopularity of mobile banking and payments will completely liberate shopping from time andspace. Physical stores launching an e-commerce business has become an important part in thecompetition that enterprises face. This paper mainly discusses on how to helpbrick-and-mortar stores to undertake brand communication and improve the brand impact byconducting e-commerce business. This paper proceeds with e-business environment andelectronic business affairs in China.Firstly, analyzes the present situation and the trend of electronic commerce, and thecurrent situation and difficulties that physical stores face in context of e-commerce, thenexpounds the necessity for physical stores carry out e-commerce business. The second part ofthe paper analyzes the status and changes of brick-and-mortar stores’ e-commercialized brandcommunication in our country, focus on the characteristic of the audience becoming morecustomized and personalized, and the conduits becoming more interactive. The case partdemonstrates it further with typical practical cases, the development of Suning’s e-commercebusiness, explores the referential significance means which Suning used in the process ofelectronic-commercial development. According to the characteristics of physical stores’e-commercialization, and the characteristics of brand communication in network environment,the last part of this paper presents three principles in brand communication strategy: first, putcustomer experience first; second, take advantage of the principle of social communication;third, sincerely maintains the relationships with customers. It will help enterprises to establishan ecosystem which brand communication while the core of that ecosystem is individualconsumers.