The Analysis Of Brand Consumer Behavior In New Media Environment

Brand consumer behavior is always hot in consumer behaviors research, with the development of new media , the management of brand gradually comes out of traditional fields, and begins the era of network marketing. In this environment, the research about brand consumer behavior in new media environment is extremely meaningful.Throughout domestic research, this area of research is very little, and almost of them is description analysis; Foreign research is relatively rich and more are quantitative analysis. On the basis of predecessors' experience , this study committed to explore brand consumer behavior in the new media , using the method of content analysis.This study also made specific marketing strategies for brand marketing in the internet.In this study, the object is the brand purchase history of Taobao Mall.Through the purposive sample survey and content analysis, the results showed general characteristics of the brand transactions and compared the differences between non-brand and brand consumer behavior. The study found consumers were most concerned about the product factor in brand and non-brand stores, .But during brand consumering,consumers online were more concerned about whether a product is "authentic", while the consumers who bought non-brand products payed more attention to the quality of products. Promotion has great influence on the brand trade. As to"buy again", the records of brand consumption involves less. the repeat consumers were more during non-brand consumption.Based on consumer characteristics, the study presented three strategies:word of mouth marketing;User-friendly marketing; Shop cultural marketing.