Online Mall Brand Construction Research

Online mall is the enterprise using the Internet technology.The goods will be displayed on the Internet and have transactions with customers online,which is the virtual rendering entity mall on the network.It already has a very rich brand construction of the study,theoretical system and building up the brand construction,but studies of online mall brand construction is insufficient and very fragmented.This paper investigate Tmall as an example,attempts to do a systematic research on brand construction of online mall,in order to further enrich the theoretical system of the construction of the brand,and provide reference for construction of online mall brand strategy choice.This article is divided into six parts,the first part introduction,aims to put forward questions,analysis of the selected topic background,significance,research status at home and abroad and research methods.The second part is the construction of online mall brand related theories overview,showing the theoretical basis for the paper.The third part is the analysis on existing question of online mall brand construction and its reason,aims to analyze the status quo and existing problems;The fourth part is the countermeasures and suggestions for the construction of online mall brand,aims to solve the problem.The fifth part is Tmall brand construction case analysis and the sixth part is the conclusion to one of the full text summary.As for research methods,this research is guided by the Marxist theory,the integrated use of the combination of empirical analysis and normative analysis,case analysis,and supplemented by the methods of qualitative analysis and summarizing.The research conclusion of this paper is:(1)the brand construction and maintenance is a systematic project,needs the leadership of the support and cooperation of multiple departments;(2)the construction of the brand is a long-term project,it should be done to do well in the near future,medium-term and long-term development plan and according to the specific evaluation indexes in place;(3)brand building not only needs to actively promote leadership,but also requires employees to take an active part in to make the brand construction become the consensus of up and down the mall;(4)the construction of evaluation index system of brand is very important to brand building so that it is needed to pursue the index system of scientific,reasonable and feasible.The innovation of this article is to do a systematic study for the brand construction of online mall such as Tmall,combining with national standards,proposed the countermeasures for the construction of online mall brand choice from five dimensions.