Research On The Shaping Of Online Brand Image

Internet brings a lot of convenience to people's life and many people also see new business opportunities. All kinds of e-commerce sites emerge endlessly, so do network brands. Traditional enterprises also began to use the web for transformation and propaganda. Three overseas students, Chen Ou, Dai Yusen and Liu Hui created JUMEI. Just a few years later, it succeeded, transforming from group-buying website to a vertical subdivision e-commerce enterprise. In such a short time, acquiring such success is not easy. If a enterprise wants to succeed, it should have a good image. So many enterprises are beginning to raise public awareness of their brands. Different from traditional brands, network brands will face more new opportunities and challenges in the process of creating image. Not only is Internet a good platform to spread information rapidly, but also accompanying by some gossip. Creating a good brand is not easy. So in this paper, I want to discuss how JUMEI shape its brand concretely, providing some reference for other enterprises.This paper aims at shaping network brand image, using literature study and case study method. The paper studies JUMEI carefully and analyses JUMEI from the following aspects: the overall image, user's experience and culture,.etc. Also, it puts up some problems in JUMEI's process of shaping image and gives some advice.There are three problems in its process. First, users' experience are not good enough;WeChat page design is a mess; logistics system is not perfect and some users complain that their privacy are leaked. Second, consumers don't trust the products completely, so the enterprise has a crisis of confidence. Third, JUMEI spends too much money on advertising, causing the lack of price advantage. Based on what have been discussed above, I put up some ideas: one is to optimize the design of the page,establish the better logistics system and strengthen interaction with users; second is to set up perfect quality management system, strengthening quality control; Last, JUMEI should better decrease spending on advertising in order to guarantee the price advantage and pay more attention to construct enterprise culture.