Thinking on Implementation of Brand Strategies When Enterprises Deal with E-commerce

摘要

Based on the status of E-commerce development in China, the author puts forward E-commerce has entered a stage of brand development and E-commerce website should set up brand image to enhance its familiarity and designation and to guide more customers to carry out E-commercial activities. By combining the characteristics of self-owned brand and multi-brand as well as theoretical knowledge and practical cases, the paper analyzes domain name, credit security, payment security, reasonable logistics system, the development modes of profit, and various influencing factors. E-commerce has become the mainstream of shopping way. The development of C2C market, represented by Taobao, also assumes a great momentum. Free cards, payment instruments and so on bring C2C market to the fore, but the issues of logistics and credit remain. Only by offering a good shopping environment to the customer, can the website win the customer and C2C market. It elaborates relative marketing strategies which shape E-commence brand such as the domain name strategy, the independent brand strategy and the multi-brand strategy.