摘要:商品经济时代发展到今天，商品的同质化越来越严重，所以在激烈的商品竞争中，品牌的优势就凸显出来了。品牌的优势不仅存在于传统商务中，也适用于新兴的电子商务行业。对消费者来说，网购就像在家里逛商店，足不出户就可获得大量的商品信息，可以买到很多实体商城找不到或者没有见过的商品，而且网上支付和货到付款相比传统支付，更安全、更方便，也更快捷，最重要的是网购没有时间和地域的限制，整个购物过程从订货、付款到货物上门都无需亲临现场，节省了很多时间和力气。故此，近年来网购的发展极快，网购的盛行促成了购物网站的泛滥，企业要在激烈的商战中存活、盈利，就要树立自己的品牌。作为购物网站的后起之秀，凡客诚品在运行短短四五年就已跻身于中国网上B2C领域收入规模的前四位，靠的就是它的品牌效应。

关键词：B2C购物网站；品牌营销传播；凡客诚品

ABSTRACT:Commodity economy development today, the same kind of goods is more and more serious, so in the fierce competition of the commodity, brand advantage will highlight out. Brand advantage exists not only in traditional business, it can also be used for into the new e-commerce industry. To consumer, it buys just like at home shopping, never leave home and you get a lot of commodity information, can buy a lot of entity mall can't find or have not seen commodity, and online payment and cod, compared with the traditional pay, safer, more convenient, also more quickly, the most important is the net buys no time and of geographical constraints, the entire shopping process from the order, payment to the goods are not on the ground, save a lot of time and effort. Therefore, in recent years the buys a mushroom to, and the prevalence of e-commerce shopping website contributed to the flood, the enterprise to corecompetende in live, profit, we need to build up his own brand. As a shopping website counterpart, every guest honesty is tasted in operation just four or five years in China is already among the income scale online B2C field top four, is it by the brand effect. 

Keywords: B2C shopping website；Brand marketing communication；Vancl