A Study On Online Branding Strategy Of A Jewelry Company

The Internet has revolutionized people's lifestyle. With access to the Internet, people find it easier to search information, make friends, go shopping, and sell goods. It is precisely because of social emerging demand in the wide application of the Internet that e-business enterprises emerge as the times require. E-business is the main form of the Internet economy, and B2 C business model is one of representative business models of e-business, while over 70% of e-business websites employ B2 C model. With continual development and growth of B2 C e-business enterprises, they gradually pay attention to the brand development and start to establish online brands. As the frequently-used media on the Internet differs from the traditional media, the brand development and promotion of online brands distinguish from that of traditional brands.This study starts from the summary and illustration of related theories of online brand building and promotion, and then concentrates on the case study of the A Company, which aims at establishing and developing its own online brand, and put forward the general research framework involving the process of location and online brand promotion of the B2 C e-business enterprises.The first part in this study describes the current situation and future trend of e-business and the characteristics of online shopping. Then it investigates the overall strengths and weaknesses of A Company within the industry, and find out the way to relocate the target market and brand positioning. During this process, the study illustrates the specific methods of building brand personality by visual design, brand story, brand exclusive element, category division and pricing as well as strategies of brand promotion and brand marketing by cooperation with online KOL and effective use of WOM, social media and live video. Finally, it carries out the necessity of employing performance evaluation in order to improve overall brand promotion.On the whole, this study aims at giving valuable suggestions to the online brand positioning and specific marketing strategy of online brand, so to assist in the further brand promotion and marketing channel management of B2 C e-business enterprises like A Company.