Research On Brand Building Of Net Shop

Net shop is part of electronic commerce. It takes independent website or the other trading website provided by third parties as platform and takes retail as the core business. Both B2C and C2C are the patterns of net shop. There are two good reasons for getting into studying net shop's brand building. First comes the noncommittal brand structure of B2C,C2C, while the electronic commerce has been growing for years. And then is the necessity of paying closer attention to the net shop's brand building.The main theoretical structure of this article bases on brand economics. There are several research methods involving in this paper, such as document studying, experience concussing, case researching, function analyzing, quantitative approach, fuzzy mathematics and investigating methods and so on.The main content of this paper covers three parts. First comes the analyzing of features of net shop, while putting out the necessity and feasibility of net shop's brand building. The model PE-Cc basing on the fuzzy mathematics also has been established. Secondly there is the analysis of mechanisms in net shop's brand building. There are several academic points have been identified in this part, including model BCB, emotion-oriented mechanisms, temporal & spatial mechanisms and so on. The model BCB is the bases of both the path choosing and success judging in the net shop's brand building. It contains four points of category choosing model in the market with strongly brand, category choosing model in the market without strongly brand, category choosing model in the market with outstanding brand and categories of trademark in brand building. Thirdly come out the strategies, involving strategy of moderate extension, strategy of conforming culture, strategy of trademark establishment, strategy of category refinement, strategy of category development and strategy of guest emotion.The article has been divided into five chapters, namely introduction, summary, analysis of the characteristics of net shop, analysis of mechanisms in net shop's brand building and strategies part.There are two mainly innovations. The first innovation is putting brand economics perspective on net shop, distinguishing from the other research, such as research on industry chain structure, on value chain and profit mode, on marketing, on matching services and so on. The second innovation is referring to the model PE-Cc, model BCB and temporal & spatial mechanisms. By the way, the analysis of the characteristics of net shop also comes out as the creative work.