B2C網(wǎng)絡(luò)品牌形象塑造探究——以天貓商城品牌形象塑造為例_205.pdf

1、B2C網(wǎng)絡(luò)品牌形象塑造探究一以天貓商城品牌形象塑造為例摘要互聯(lián)網(wǎng)已經(jīng)將人們的生活進行了徹底的變革，人們通過日益多元化的互聯(lián)網(wǎng)載體，實現(xiàn)獲取信息、交友、購物、銷售產(chǎn)品等活動，正因這樣的社會需求，在互聯(lián)網(wǎng)時代背景下產(chǎn)生的網(wǎng)絡(luò)企業(yè)應(yīng)運而生。電子商務(wù)是互聯(lián)網(wǎng)經(jīng)濟的主要表現(xiàn)形式，而B2C又是電子商務(wù)中極具代表性的模式之一。超過70％的電子商務(wù)網(wǎng)站屬于B2C模式。隨著電子商務(wù)的發(fā)展，B2C企業(yè)開始發(fā)展壯大，漸漸的開始有了自主的品牌意識，這些企業(yè)便紛

2、紛開始向網(wǎng)絡(luò)品牌轉(zhuǎn)型。從最初渠道，物流，以及售后服務(wù)的競爭發(fā)展到市場之間的競爭。‘B2C企業(yè)的競爭出現(xiàn)白熱化，越來越多的B2C企業(yè)為了在市場中取得一席之地，不約而同的將打造品牌形象提升到戰(zhàn)略層面，進而促進了B2C企業(yè)之間品牌形象的競爭。由于互聯(lián)網(wǎng)區(qū)別于傳統(tǒng)媒體特征，網(wǎng)絡(luò)品牌在品牌塑造，傳播上也呈現(xiàn)出不同的形式。相對傳統(tǒng)品牌形象塑造的方式方法而言，網(wǎng)絡(luò)品牌形象塑造過程中的一些要素發(fā)生了明顯的變化。除了最基本的視覺設(shè)計外，用戶體驗，交互設(shè)計

3、，信息架構(gòu)，互動設(shè)計，SNS社會化媒體營銷，這些新興的要素出現(xiàn)在我們眼前。本論文對這些構(gòu)建網(wǎng)絡(luò)品牌的新要素首先從理論上解釋說明，然后結(jié)2ABSTRACTIntemethasbeenshapingli佬styles。anditenablespeopletoacquirenews。socialrelations，shopping，andsellingproducts，andnetworkenterpriseshavebeengenerati

4、ngfromthedemandoninternetofoursocietyDuringthegrowthoftheseenterprisesindependentbrandawarenesscomesupwhichmakestheseenterprisestransformInteractbrandmeanstobuildupbrandviaintereonnectionnetworkmeasureswhichiSanetworkfor

5、nqbasedonintemettechnologyAlongwiththeboomingofintemeteconomyinternetbrandenterprisesarenolongeriustsimplyawebsitewithfunctions，butasinstead，tOcreateintemetbrandsSincecharactersoftheintemetaredifierentfromthemoftradition

6、almediabrandcreationandtransmissionofintemetbrandareindifferentformstooEcommerceiSmainrepresentationofinterneteconomyasB2CiStheiconicmodelofecommerce0ver70％e—commercewebsitesareofB2CcategoryAlongwiththedevelopmentofecomm

7、erce，B2Centerprisescompetitiontendstobeawhitehotonefromearlystagethechannels，logistics，andafle卜saleservicescompetitiontocompetitionsamongmarketswhichpromotethecompetitionsamongbrandsofB2CenterprisesTargetingmarketsharein

8、creasingnumbersofB2CenterpriseshaveraisedbrandcreationtostrategiclevelTheenterprisesaretOachievethegoalofB2Cbrandcreationbyhighlightingtheirbrands’s仃engths，emphasizingtheiruniqueness，andstrengthencustomerloyaltyonbrandim

9、agefromvariousaspectsincludevisualdesign，ITarchitecture，userexperience，andbrandoperationUndersuchbackground，thispaperfocusesonhowtocreateB2Crelatednetworkbrandimage，inparalleltriestoinspiretheprocessofcreatingnetworkbran

10、dIttakesonoftheChinamostfamousinternetbrands“Tmall”asacasestudyanalyzesitssuccessfactorsandcompareswithotherChinafamousintemetbrandssummarizeswithaconclusionofsomeproblemsexistedinChineseinternetbrandsandanalyzeshowthese