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Brand Communication Strategy of Domestic B2C Websites in the Context of Media Convergence

Author: ChenZuoJing
Tutor: ZhaoZuo
School: Zhejiang University of Technology
Course: Communication
Keywords: Media Convergence E-commerce Brand communication Big Ali
CLC: G206
Type: Master's thesis
Year: 2012
Downloads: 104
Quote: 0
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Abstract


In this paper, empirical research , strategic members of the largest e-commerce company , Alibaba 's \a small part of the audience to do the market research, systems analysis \The article focuses on the background in media technology continues to evolve , the big media integration trends are becoming evident , \favorable position in the market competition . Through research , the article pointed out that in the current context of media convergence , more and more e-commerce sites to take the lower phase combined online and offline media strategy , relying on its own vector-borne advantage with other traditional media resource advantages , so as to achieve more effective dissemination of results .

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