Title :
Consumer-based brand building of online shopping
Author :
Liu, Zhuolin ; Lu, Xiaodi
Author_Institution :
Sch. of Econ. & Manage., Nanjing Univ. of Sci. & Technol., Nanjing, China
Abstract :
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.
Keywords :
Internet; Web sites; customer services; electronic commerce; retail data processing; consumer-based brand building strategy; customer resources; e-commerce; economic development; network operators; online shopping; shopping sites; Buildings; Clothing; Communities; Economics; Educational institutions; Internet; Presses; Brand Relationship; Consumer Decision-making; Deep Brands;
Conference_Titel :
Computer Science and Service System (CSSS), 2011 International Conference on
Conference_Location :
Nanjing
Print_ISBN :
978-1-4244-9762-1
DOI :
10.1109/CSSS.2011.5975028
