B2C Network Brand Image Inquiry

Internet has been shaping lifestyles, and it enables people to acquire news, social relations, shopping, and selling products, and network enterprises have been generating from the demand on internet of our society. During the growth of these enterprises, independent brand awareness comes up which makes these enterprises transform. Internet brand means to build up brand via interconnection network measures, which is a network form based on internet technology. Along with the booming of internet economy, internet brand enterprises are no longer just simply a website with functions, but as instead, to create internet brands. Since characters of the internet are different from them of traditional media, brand creation and transmission of internet brand are in different forms too.E-commerce is main representation of internet economy as B2C is the iconic model of e-commerce. Over70%e-commerce websites are of B2C category. Along with the development of e-commerce, B2C enterprises competition tends to be a white hot one from early stage the channels, logistics, and after-sale services competition to competitions among markets which promote the competitions among brands of B2C enterprises.Targeting market share, increasing numbers of B2C enterprises have raised brand creation to strategic level. The enterprises are to achieve the goal of B2C brand creation by highlighting their brands’strengths, emphasizing their uniqueness, and strengthen customer loyalty on brand image from various aspects include visual design, IT architecture, user experience, and brand operation.Under such background, this paper focuses on how to create B2C-related network brand image, in parallel tries to inspire the process of creating network brand. It takes on of the China most famous internet brands "Tmall"as a case study, analyzes its success factors, and compares with other China famous internet brands, summarizes with a conclusion of some problems existed in Chinese internet brands and analyzes how these problems produced from different aspects, as well as lists main elements of internet brand creation so as to provide ideas on internet brand image creation.