Research On E-commerce Brand Communication Under The Perspective Of Cultural Branding

After twenty years of market economic development of the whole nation,our country has gone from the shortage of materials to the era of material abundance.The production of goods is no longer the focus of the Chinese market.How to stand out in a large number of homogeneous commodities is the problem that is more urgent to be solved in the Chinese market.The author believes that brand shaping and management is an important way to maintain competitiveness in fierce market competition.With the advent of the Internet era and the rapid development of e-commerce platform,Competition in China's e-commerce market has changed from price to brand building.More and more E-commerce companies gradually increase their brand awareness,focus on managing the dissemination of brand concepts to increase brand intangible assets.Brand is the soul of the enterprise,brand culture is the embodiment of the intangible value of the enterprise and a key factor in distinguishing brands from each other,the future development direction of the E-commerce brand is closely related to the creation of the brand culture.In the era of E-commerce,product homogeneity is becoming more and more serious,to succeed in the fast-changing E-commerce market,E-commerce brands must rely on the power of brand culture to arouse the emotional resonance of consumers and occupy the mind of consumers.Branding and culture are closely related.If cultural factors are not considered,branding and communication cannot be sustained and vigorously carried forward.For a long time,most E-commerce brands have neglected the use and exploration of cultural resources,reduced the influence and awareness of e-commerce brands,and affected the e-commerce brand's brand image in consumers' minds.For a long time,most e-commerce brands have neglected the use and exploitation of cultural resources,reduced the influence and awareness of e-commerce brands,and influenced brand image of e-commerce brand in consumer's mind,which is not conducive to e-commerce brands.Cultural branding is one of the related theories of brand culture,aiming to create a cultural brand,cultural branding theory opens up new perspectives for brand communication;it regards brand communication as a process of choice,identification,and elaboration of culture.While meeting the spiritual and cultural needs of the target audience,the brand communication has become a kind of cultural behavior in combination with brand tone,transforming the process of brand communication into a process of cognizing brand culture: E-commerce enterprises to build an unique brand culture,the cultural charm of the brand will be disseminated in a personalized way,and on the basis of understanding the brand culture,the sense of intimacy of the audience with the brand will be increased.Through this cultural expression,the brand generates a cultural resonance that allows consumers to examine themselves,thus triggering reflections on real life,eventually forming new self-knowledge and interacting with the brand.The paper take Three Squirrels which brand's culture is “Meng” and “slow food and joy” as a point of entry,discovering effective ways and methods for brand communication under the perspective of cultural branding,analysis of the dissemination process and its effect,combining the status quo of China's e-commerce development and discovering its existing problems,with a view to providing reference for the communication of E-commerce brand in China.The author refers to the key elements of brand communication under the cultural branding theory to make layouts.Chapter one is instruction which contains the background and research approach of the study.Chapter two elaborate the important concepts and existing theories about this paper.The third chapter focuses on the analysis of the key elements of the E-commerce brand communication under cultural branding: firstly,Corporation construction brand culture concept;secondly,creating communication network to promote the spreading of concept of brand culture;thirdly,using integrated marketing communication methods to cultivate brand culture appeal;and lastly,accurately target the target audience and effectively spread brand culture.The author take “Three Squirrels” as an example,explained in detail these four key factors.The fourth chapter uses AISAS theory to analyze the communication effect of "Three Squirrels".Chapter five points out the disadvantages of e-commerce brand communication under the perspective of cultural branding and proposes feasible suggestions for promoting better dissemination of domestic e-commerce brands.