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Consumer-based brand building of online shopping

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2 Author(s)
Zhuolin Liu ; Sch. of Econ. & Manage., Nanjing Univ. of Sci. & Technol., Nanjing, China ; Xiaodi Lu

E-commerce is the main trend of economic development in new era. How to gain more customer resources as well as sustainable competitive advantage and become the trusted, permanently and widely recognized brands for shopping sites which grow at a fast pace, is the challenge that Network operators cannot but rise to. By analyzing the consumer's brand choice, this paper mainly discusses the online shopping brand building strategies from the consumers' perspective.

Published in:

Computer Science and Service System (CSSS), 2011 International Conference on

Date of Conference:

27-29 June 2011