The Analysis On Media Mix Communication Of Chinese B2C E-commerce Companies

With the development of Chinese Online Shopping market, the power of brand highlights in the fast growth of B2C E-commerce companies. In order to effectively explore platform users, B2C E-commerce companies need to apply media mix communication to increase ROI of platform promotion.This thesis researches the composite application of all kinds of media in process of communication of E-commerce companies through the acknowledge of their stamp of time and branding trend from the angle of B2C E-commerce companies so as to find a way of media communication for them. In theory, this thesis discusses the matching between the information that B2C E-commerce companies released and different media, communication contents and audiences. In experience, this thesis explores the attraction effect of E-commerce platform by different media, builds a media mix communication model connecting media platform attracting effect with E-commerce website traffic effect, provides an integrated tracking and assessing method for the strategy making and effect assessing of media mix launch and helps companies to improve media ROI. Continuously setting and improving the assessing index of media mix communication through analyzing media communication effects and methods and technologies of applying new media communication by E-commerce companies to give guidance to their investment.This thesis contains three innovation points as follows.Firstly, it puts forward 8 key elements which influence choosing the media by B2C E-commerce companies from their angle basing on three principal parts: customers, media and B2C websites.Secondly, it builds a media mix communication model connecting media platform attracting effect with E-commerce website traffic effect, so as to provide an integrated tracking and assessing method for the strategy making and effect assessing of media mix launch for B2C E-commerce companies.Thirdly, it applies elements of choosing media and media mix communication model to the communication practices of B2C E-commerce companies, demonstrates media mix communication model on the basis of media mix launch case of F female clothing B2C E-commerce companies, analyzes problems in media mix communication and gives advices.