B2C Website Brand Communication Strategy Research Under The Background Of Media Mergence

This paper mainly discussed in the media technology development, media big fusion tendency is more and more obvious background,"big ali" strategic members how to apply different through the integration of the media in a different form to the brand communication activities to achieve market competition in position. In this paper, through research points out, in the background of the integration of media, more and more of the e-commerce sites to take online offline combination of media strategy, rely on their own media communication advantage at the same time with other traditional media advantages in resources, so as to achieve a more effective communication effect.This paper includes six parts:the first part of this paper introduction. This paper mainly to the research background, purpose, significance and research content, method make a are briefly introduced, and the research to make overall structure planning, and access to media fusion of literature, summarizes the current situation of the development of the media integration theory. Introduce the research involves the brand spread of literature review, system analysis in brand spread out at home and abroad in classical theory, provide theoretical support for follow-up study.The second part analyzes and summarizes the domestic and foreign e-commerce sites development path of evolution and the market characteristics, and the third part of the analysis of alibaba group,"big ali" strategic brand communication strategy. In the media fusion theory, integrated marketing communication theory, under the guidance of SWOT analysis, the questionnaire survey method, the classic marketing analysis tools, systematic investigation "ali" strategic communication strategy strategy of evolution path, alibaba group brand communication strategy for the improvement of the related Suggestions, at the same time for China electronic commerce B2C offer reference for the development of. The fourth part for the part of the discussion. In this paper, with the case study of above of our country’s B2C e-commerce sites brand communication strategy summarized and-discussed, summarized the significance of general conclusion. At the same time, this study pointed out the deficiency of, puts forward the direction of the research should strive to later. The fifth part is the full text of the summary.