The Analysis Of C2c E-commerce Website Using The Integrated Brand Communication Theory As A Frame

With the widely use of online shopping, C2C shopping website becomes part of internet users'life. C2C shopping websites, represented by Taobao website which owns more than 80% market share, have developed rapidly. Studying on the successful Integrated Brand Communication (IBC) activities have reference to other C2C shopping websites.In chapter one, the definition of brand communication and the IBC theory have been introduced. In Chapter two, I have analyzed the situation of C2C e-commerce market, including the Market share, history and reprehensive websites. On the basis of reviewing the history, I summarized the failure of eBay in Chinese market and the success of Taobao and Paipai. Using the IBC theory as analyzing framework, I analyzed four part of Taobao website in chapter three. Part one involved analyzing the culture of Taobao, which had a great influence on other parts. Part two involved the analysis and compare of information delivered to targeted audience. Part three involved the analysis of channel by which Taobao delivered various kinds of information. The last part gives the portrayal of targeted audience of Taobao. In chapter four, basing on the data gathered by 129 questionnaires, I measured and compared the effect of four kind of brand communication information. Then suggestions were brought out according to the analysis. At last, I summarized what other websites could learn form Taobao.