E-commerce replaces the storage, transmission, and release of traditional transactions based on Internet communication technology, thereby realizing online transactions throughout the entire process of enterprise management and service activities. This business activity model can speed up the transmission of information and logistics, reduce costs, and improve efficiency. E-commerce brand culture has the following characteristics.
1. Large information content
Compared with the traditional business model, the e-commerce model has a wider audience. Due to the virtuality of the network, the true identity of the audience can be well hidden, but it will lead to many potential consumers or invisible consumers. The audience cannot be well positioned. Therefore, the information contained in the connotation of e-commerce brand culture must be wide enough to cover as many audiences as possible and increase the audience range of brand culture.
2. Low communication cost
Traditional brand culture can generally only be spread through media such as newspapers, news, advertising and television, while e-commerce brand culture is based on the network platform. Its audience is both the browser and publisher of information. Therefore, online merchants can spontaneously spread brand culture on the network, which can not only reduce the cost of brand culture communication, but also deepen merchants’ understanding of brand culture.
3. Fast transmission speed and wide range of transmission
Network communication is a kind of digital communication, which converts certain information into numbers, and then restores the numbers to information after transmission on the operating platform. The network covers almost the entire world, and has the characteristics of rapidity, speed and convenience. In addition, the transmission of the network has the characteristics of instant refresh, which allows the audience to receive messages anytime and anywhere, without being restricted by the time of media transmission, which makes the transmission of e-commerce brand culture unaffected by space and time.
4. The audience has strong initiative and independence
Manufacturers and enterprises in the traditional marketing environment control mass media through huge advertising investment to achieve the purpose of attracting the audience’s attention. In the network environment, people have the initiative to select, accept and process information. They can consume online anytime and anywhere according to their needs, and can also choose their favorite merchants or products at will. Consumers have a more convenient and time-saving shopping method than traditional shopping, which also reflects the initiative and independence of online shopping.
5. Low loyalty
As brand marketing competition heats up, consumers have a wider range of choices and do not have to be bound by a certain brand. They can abandon a brand and switch to another brand at any time. Consumers’ brand loyalty is very fragile, so brand promotion is likely to improve its reputation and stand out from many competitors.