Research On The Communication Strategy Of Chinese B2C E-commerce Businesses

Nowadays,as the Homogenization of the E-commerce site and the Intense competition, Chinese B2C E-commerce company are facing the huge challenge of new market environment, mode of dissemination as well as industry reshuffle. The pros and cons of the dissemination strategies affect survival and development of e-commerce businesses. How to do the corporate dissemination well to consolidate and expand the customer base, is an important and worthy of study problem.Based on this background, this paper start from the theory of E-commerce, analyze the status quo of dissemination of the Chinese B2C E-commerce and the consumer’s characteristics.The most important part of this paper is analyze and extract the ten symbols,such as fashion,quality professionalism,enjoyment, personality and so on,of the top ten Chinese B2C E-commerce sites,released by iResearch in 2011 according to the market share,from their business name,corporate logo, advertising,event marketing and dissemination activities by the method of semiotics. After summary the symbolic elements, the result of the company’s symbol in the customers’view is obtained through the way of questionnaire survey, which is a total of 173 valid questionnaires.After analyzing the questionnaire results and comparing the symbols between the sites want to show and the consumer obtained, the combined effect of the dissemination strategy of the top ten B2C sites is obtained. At last,based on this result, the dissemination strategy of the top 3,T-mall, VANCL and 360buy,are detailed analyzed,and the dissemination strategy,that should be clear during the dissemination and promotion of the Chinese B2C E-commerce site, is introduced.Firstly,clear the position of the brand style and clear the brand image. Secondly, focus on the brand personality during the advertising dissemination. Finally, use the way of multi-dimensional and three-dimensional mode during the process of dissemination.