基于B2C电商平台的V公司品牌形象提升策略

发布时间：2018-06-28 00:15

本文选题：B2C电子商务 + 品牌形象　；参考：《广东外语外贸大学》2015年硕士论文

【摘要】：随着我国经济跨越式发展和移动互联网时代的来临,我国电子商务市场竞争愈演愈烈,从以数量竞争取胜慢慢过渡到以品牌竞争取胜,其中B2C电子商务网站品牌竞争尤为明显,品牌形象又是品牌竞争中的关键因素。V公司成立于2008年,率先在国内开创了限时特卖这一独特的商业模式,得以在短时间内在电子商务领域生根发芽。2013年3月23日,V公司在美国纽约交易所挂牌上市。截止2015年2月,公司市值达140亿美元,成为国内第四大B2C电商企业,特卖市场的龙头企业,堪称电商品牌的奇迹。随着市场的变化及电商巨头天猫、京东开始推出特卖频道,寺库网、尾品会等后起之秀的奋勇直追,V公司面临的挑战和竞争日趋加剧,其品牌形象强化也刻不容缓。因此,选择这个命题作为研究对象具有一定的现实意义和指导作用。本文主要是从电子商务平台的角度,分析V公司的品牌形象提升策略,主要运用基于顾客的品牌资产理论,体验营销和互动营销等理论,对V公司在激烈的动态竞争环境下的品牌资产创建过程,以及可能存在的问题进行系统分析,认为该公司在品牌发展过程中,存在品牌形象不足的问题,具体表现在品牌联想赞誉度和品牌联想强度不足,在此基础是为V公司进一步提升品牌形象提供决策参考。本论文具有一定的理论意义及实践意义。从理论意义上来说,品牌资产理论、体验营销和互动营销都属于比较前沿的理论,目前没有形成统一的看法,本论文使理论更贴合前沿的商业,使得理论更加丰满。本论文的决策对V公司品牌形象提升发挥了积极作用,同时,基于B2C平台的电商企业基础特征的相似性,V公司的品牌形象提升策略,对B2C电子商务平台的品牌形象提升同样具有借鉴意义。
[Abstract]:With the rapid development of Chinese economy and the advent of the era of mobile Internet, the competition of e-commerce market in our country is becoming more and more fierce, from winning by quantity competition to winning by brand competition, especially the brand competition of B2C e-commerce website. Brand image is the key factor in brand competition. V company was founded in 2008, the first in the country to create a limited time special sale this unique business model, In a short time to take root in the field of e-commerce. March 23, 2013, the company listed on the New York Stock Exchange. As of February 2015, the company's market value reached $14 billion, becoming the fourth largest B2C e-commerce enterprise in China, the leading enterprise in the special-sale market, and a miracle of the electric goods brand. With the market changes and e-commerce giant Tmall, JingDong began to launch special channels, Siku net, end products and other up-and-coming companies facing the challenges and competition, its brand image is also urgent to strengthen. Therefore, the choice of this proposition as the object of study has a certain practical significance and guiding role. This article is mainly from the electronic commerce platform angle, analyzes the V company's brand image promotion strategy, mainly uses the customer based brand asset theory, the experience marketing and the interactive marketing and so on theory. Based on the systematic analysis of V Company's brand equity creation process and possible problems in the fierce dynamic competition environment, it is concluded that the brand image is insufficient in the process of brand development. The concrete performance is that the degree of brand association praise and the strength of brand association are insufficient, which is the basis for V company to further improve the brand image to provide decision-making reference. This paper has certain theoretical and practical significance. Theoretically speaking, brand equity theory, experience marketing and interactive marketing all belong to the relatively frontier theory. At present, there is no unified view. This paper makes the theory more close to the frontier business and makes the theory more full. The decision in this paper has played a positive role in the promotion of V company's brand image. At the same time, the similarity of the basic characteristics of e-commerce enterprises based on B2C platform and V company's brand image promotion strategy. B 2 C e-commerce platform brand image promotion also has reference significance.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F724.6

【共引文献】