Research On Brand Management Of Electronic Commerce Enterprise

With the continuous development of Internet technology, electronic commerce is developing at an unprecedented rapaid and has become a new economy point of growth in our country.With the development and growth of the electronic commerce, the competition of electronic commerce enterprise has entered the stage of brand competition intensified.In order to win the competition and occupy the advantage in the market continuously, the brand management of the electronic commerce enterprises now is facing higher requirements and challenges.This paper begins with the definition,classification,development of e-commerce, and focuses on the electronic commerce as a new business model, which is a kind of innovation to the traditional development mode; Under the guidance of the basic theory of brand management, this essay is focusing on the analysis of the brand development and brand management mode of Tmall, includes five aspects,respectively the image,core value,marketing communication, audience, internationalization management analysis of the brand. Through the brand management of Tmall case,this article summarizes the architecture and innovation of the electronic mall brand management,and points out the problems the current e-commerce brand management facing now,and try to explore the solutions of the problem.The research of this paper not only focus on the case, but on the overall brand management in e-commercein research based on a case study. The research results of this paper will be have certain reference significanceon to the brand management in e-commerce enterprises.It is not only to explore the management of electronic commerce internationalization,but also to deal with the problems of electronic commerce brand,including: improving service and experience, improving the credit and security, integrating resource in the industry, and fusing online and offline and so on.