Study Of The Alibaba Group’s Brand-building

Alibaba group is a leader in the field of electronic commerce.It’sbrand enjoy a high reputation in the world.We hope that through thisstudy of the Alibaba Group brand construction experience of successand lessons of failure, other e-commerce enterprise or even the wholeInternet enterprises can learn same brand-building process to providereference. The twelve subsidiaries of the Alibaba Group have a varietyof brand strategy in brand building process: The Alibaba and the Alipaypass innovation classification and successfully occupy industry leadingposition; The Taobao uses the same leading brand strategy and talentshowing itself in opposition; Alimama,Ali cloud, alisoft and Tmall, etao isthrough the use of brand extension strategy launched, have successfulexperience, and also have unsuccessful lesson; through the jointadvantages brand, Yahoo China, HowNet, word-of-mouth network andstrong brand into its, promote the whole group brand competitiveness；According to the change of market, Alibaba promotedsthe strategy ofTaobao to the Big Ali strategy, It can reengineer the brand.