Analysis Of B2C E-commerce Sites’ Status Quo,Influence Factors And Strategies Of Brand Communication In Chinese Mainland

With the strong purchasing power of net citizens and the convenience of online shopping,a lot of conventional off-line enterprises flowed to cyber space and embark E-commerce.As time passed by,the selection of market took effect in the E-commercecom,distinguished enterprises survived in the field of Chinese B2C E-business.These enterprises provide typical study resources for E-commerce study in all respects with their economic strength and expansibility.On the basis of former research,this paper emphasizes the importance of web-sites’ brand or enterprises’brand in the process of online shopping,which shows the wide-spread acception of brand communication through E-commerce enterprises.However,domestic researchers were inclined to summarize present situations and study macrolevel strategy,they ignored the actual operations such as effective communication, influence factors and pointed strategy of E-commerce’s brand communication.In consequence,this paper classifies the B2C E-commerce enterprises in Chinese mainland by two ways firstly.analyzes the data of present brand communication,then explore the influence factors and pointed strategy of B2C E-commerce’s brand communication.After all,this paper is trying to make brand communication effective and developmental.