Research On Brand Building And Marketing Strategy Of E-commerce Enterprise

From commercial activities to achieve the first "net", the e-commerce on the momentum and as a new business model to flourish, and now with the Internet and computer technology as the support of e-commerce is the depth of integration with the real economy, promote modern service industry and traditional enterprise transformation and upgrading, to achieve leapfrog development.In the Internet era, the development of the electricity supplier industry opportunities and challenges coexist. On the one hand, the "Internet +" leads the business with a new concept of development to seize new opportunities, relying on internet thinking for competitive advantage and leading position in the market, the emergence of a group such as Tmall, Jingdong excellent B2C electronic trading platform. On the other hand, with the rapid expansion of the electricity supplier team, will usher in the field of electronic business industry major reshuffle, the smaller and weaker second and third line of small electric providers living space is further squeezed.After several rounds of business enterprise through industry reshuffle and integration, now it has formed a three-tier B2C retail market. Among them, the Tmall, Jingdong and Suning Tesco among the first echelon; the only product, the United States online, Shop No.1, Dangdang, Amazon China and other electricity providers in the second and third tier, B2C market structure has become more evident. This article is with a view to the retail electricity provider market, select Tmall electric commercial enterprises from the first echelon, Jingdong Mall, Suning Tesco three typical retail business enterprise as the research object, through a detailed analysis of each brand and model of development process, trying to compare different business enterprise brand building with marketing strategy, extracting a reference and reference retail electricity supplier business development experiences and practices in order to be benefit to business enterprise brand building and marketing.