| At present,the development of domestic e-commerce is entering a new stage of intensive innovation and rapid expansion,and increasingly become an important engine to stimulate China’s consumption demand,promote the upgrading of traditional industries and develop modern service industry.China’s e-commerce transactions in recent years,the growth rate has maintained a rapid growth momentum.Especially in the online retail market is the rapid development of this fierce competition,in order to stand out from,to seize the greater market share,access to consumer recognition,in the current range of consumers more widely,peer More and more intense competition situation,the brand can determine whether the success of B2 C enterprises can break through the fierce competition in the industry.Based on the definition of brand and brand building,this paper analyzes the problems and causes of brand building in A electronic mall,and puts forward some suggestions and countermeasures on this basis.First of all,the article from the introduction of the research background,significance,methods and content to start,and further combing domestic and foreign e-commerce site brand-building theory and literature,at the same time as a theoretical basis for analysis of A electronic mall brand building situation.Then the article to A electronic mall,for example,a detailed study of the mall development process,brand management model,and the core value of the mall website.On this basis,this paper studies a series of factors such as service quality,logistics problem,price problem and payment method problem in A electronic store brand construction,which may affect the overall brand of the website,and analyze the reason of the problem.Finally,four suggestions are made.Through the respect of the consumer’s right to know,improve the brand image;the use of portfolio pricing strategy to improve the brand level;a variety of ways to improve the site experience,increase brand charm;clear strategic planning,enhance brand value. |
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