V Company Brand Image Promotion Strategy Based On B2C Electric Business Platform

With the leaping development of Chinese economy and the coming of mobile Internet era, the competition of Chinese E-commerce market becomes more and more intensified, which is slowly transited from quantity to brand, in which the competition of brand of B2 C e-commerce website is particularly evident, and the brand image is the key factor in brand competition.V Company was founded in 2008, and it is the first one to start special selling, which makes V Company take root in the field of electronic commerce in a short time. On March 23, 2013, V Company listed on the New York stock exchange in the United States. As of February 2015, the market value of the company is up to$14,000,000,000, and becomes the fourth largest domestic B2 C E-Commerce Company, and the leading enterprise of sales market, which is really regarded as a miracle in E- business brand. As the change of markets, and the E- Commerce giants,like Tmall, Jingdong has launched special selling channel, the bright younger generation products are courageously catching like SECOO, the challenges and competition that V Company is facing is intensified day by day, so the enhancement of its brand image is of great urgency. As a result, choosing this proposition as the object of study has a certain practical significance and guiding function.This paper will analyze promotion strategies of V Company’s brand image from the perspective of E- commerce platform. It mainly uses the theory of brand equity based on the customer and the theory of experience marketing and interactive marketing to promote development of V Company, systematically analyzes the creation process of brand equity in dynamic competition environment, and the possible problems, it believes that the company has the problem of insufficient brand image in the process of brand development which specific shows in the insufficient of brand association praise and brand association strength, which provide decision-making reference for V Company to further enhance the brand image on this basis.This paper has certain theoretical significance and practical significance. From the theoretical significance, Brand Equity Theory, Experience Marketing and Interactive Marketing belong to relatively frontier theory, there is no unified view. This paper makes the theory integrating with pioneering business, and then it makes the theory more through. From practical significance, it has played a positive role to V Company brand image promotion. As there are similarities in the basic characteristics of B2 C E-commerce platform,V Company brand image promotion strategies have referencing significance to the improvement of the brand image of B2 C E-commerce platform industry.