Brand Strategy Construction Of Mobile E-commerce Driven By The Fan Economy

This paper mainly explores the construction of Mobile E-commerce Brand Strategy through the perspective of Fan Economy,and regards the potential benefits of the Fan Economy as a new driving force and competitiveness for the development of Mobile E-commerce brands.It through in-depth research on the development trend of the Fan Economy,the article analyzes the internal connection and mutual influence between the Fan Economy and Mobile E-commerce brand.And clarifies the core competitiveness of Mobile E-commerce brands when fans are the target audience.In addition,this article draws on the theoretical knowledge of Brand Management and Marketing,analyzes and combs the strategies of related brands,and puts forward relevant strategies for Brand Strategic planning from the perspective of Brand Positioning,Brand Identity and Brand Communication.Lastly,this paper taking the Mobile E-commerce brand "Owhat" as the object of design practice.By adjusting the strategic positioning of the brand,it redefines the core values of the brand and create a differentiated brand image.It also would guide the design through Brand Strategy to enhance brand recognition,improving corporate economic efficiency and promoting the healthy development of the Fan Economy market.