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本论文从品牌的定义、品牌建设入手，分析 A 电子商城品牌建设存在的问题和
原因，在此基础上提出一些建议和对策。首先，文章从介绍课题研究背景、意义、方
法以及内容入手，并进一步梳理国内外电子商务网站品牌建设相关理论与文献，同时
以此为理论依据分析 A 电子商城的品牌建设情况；接着文章以 A 电子商城为例，详
细研究商城的发展历程，品牌经营的模式，以及商城网站的核心价值。在此基础上，
文章研究了 A 电子商城品牌建设中存在的服务质量问题，物流问题，价格问题，支
付方式问题等一系列有可能影响网站整体品牌的因素，并初步分析了问题的原因。最
后，文章从细节层面对 A 电子商城品牌建设提出了四点建议，即通过尊重消费者知
情权，提高品牌形象；采用组合定价策略，提高品牌层次；多种方式提高网站体验，
增加品牌魅力；清晰战略规划，提升品牌价值等四种措施，以期望对 A 电子商城的
品牌建设有指导价值
关键词：电子商务，B2C 商城，品牌建设，对策
作 者：王宏彬
指导老师：王俊II
Research on Brand Construction of A Electronic Mall
Abstract
At present, the development of domestic e-commerce is entering a new stage of
intensive innovation and rapid expansion, and increasingly become an important engine to
stimulate China&39;s consumption demand, promote the upgrading of traditional industries and
develop modern service industry. China&39;s e-commerce transactions in recent years, the
growth rate has maintained a rapid growth momentum. Especially in the online retail
market is the rapid development of this fierce competition, in order to stand out from, to
seize the greater market share, access to consumer recognition, in the current range of
consumers more widely, peer More and more intense competition situation, the brand can
determine whether the success of B2C enterprises can break through the fierce competition
in the industry.
Based on the definition of brand and brand building, this paper analyzes the problems
and causes of brand building in A electronic mall, and puts forward some suggestions and
countermeasures on this basis. First of all, the article from the introduction of the research
background, significance, methods and content to start, and further combing domestic and
foreign e-commerce site brand-building theory and literature, at the same time as a
theoretical basis for analysis of A electronic mall brand building situation. Then the article
to A electronic mall, for example, a detailed study of the mall development process, brand
management model, and the core value of the mall website. On this basis, this paper
studies a series of factors such as service quality, logistics problem, price problem and
payment method problem in A electronic store brand construction, which may affect the
overall brand of the website, and analyze the reason of the problem. Finally, four
suggestions are made. Through the respect of the consumer&39;s right to know, improve the
brand image; the use of portfolio pricing strategy to improve the brand level; a variety of
ways to improve the site experience, increase brand charm; clear strategic planning,
enhance brand value.III
Keywords: e - commerce, B2C mall, brand building, countermeasure
Written by：wanghongbin
Supervised by：wangjun
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目 录
第一章绪论1
第一节 研究背景和意义.1
（一）研究背景.1
（二）研究意义.2
第二节 研究方法和内容.2
（一）研究方法.2
（二）研究内容.3
第二章相关理论基础与文献综述......4
第一节 品牌的基本理论.4
（一）品牌形象理论.....4
（二）定位理论.5
（三）品牌资产理论.....6
（一） 国\外学者观点.7
（二）国内学者观点.....8
（三）文献评价...........10
第三章A 电子商城品牌建设情况.....11
第一节 品牌概述...........11
（一）品牌的定义.......11
（二）品牌建设对企业的意义...........11
（三）企业品牌建设的方法...12
第二节 电商品牌的建设...........14
（一）电商企业发展面临的挑战.......14
（二）电商企业品牌建设的意义.......15
第三节 A 电子商城概况...........16
第四节 A 电子商城品牌建设的特点...16
（一）重视打造品牌核心价值...........17
（二）强调服务是品牌建设的根本...18
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（三）尝试多种营销方式，促进品牌延伸...18
第四章A 电子商城品牌建设存在的问题及原因......21
第一节 A 电子商城在品牌建设过程中存在的问题分析.........21
（一）服务质量拉低品牌忠诚度.......21
（二）低价策略制约品牌发展...........22
（三）网站体验差降低品牌魅力.......23
（四）战略规划偏离品牌定位...........23
第二节 A 电子商城的品牌建设不足的原因...24
（一）快速扩张挑战服务质量.....
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