Study On The Vertical B2C E-commerce Web Site Brand Premium Based On TBCI

With the growth of the network industrial market,the development of online shopping is becoming more and more mature.Under the situation that the pattern of some comprehensive electricity business has been fixed,the feature of vertical electricity business that "professional" and "deep" attracts some enterprises,and these enterprises will recognize the pattern of vertical B2C as the new growth point of the Online shopping market development.For this area,there is a growing network trading market on one hand;on the other hand,there is fierce competition.It has become the urgent problem to solve that how to form a brand premium for this vertical B2C e-commerce Web site.This paper analyzes the premium of vertical B2C e-commerce Web site based on the view of TBCI model,and then put forward reasonable suggestions for the brand construction of vertical B2C e-commerce Web site.This paper is divided into six sections.The first chapter is the introduction which is about the background,significance,research content and method,innovation,shortage of the paper.The second chapter introduces the literature review and theoretical basis.On the one hand,the author summarizes the related literature review in the vertical B2C e-commerce Web site and the brand premium.On the other hand,based on the consumers' selection process,the author concludes the theoretical basis from brand engineering and cognitive psychology.The third chapter focus on the questionnaire which is about the consumer's purchase intention of the vertical B2C e-commerce Web site.Then,this chapter makes a descriptive analysis of the questionnaire.The forth and the fifth chapter are the main parts of this paper.Taking Lafaso and Letao as examples,analyses the brand using the TBCI model and the brand premium model.The sixth chapter is conclusions and recommendations.The last chapter combines the TBCI model and the brand premium model to make a comparison analysis of the Lafaso and Letao,and then make a conclusion and some suggestion of the vertical B2C e-commerce Web site.