Author(s)

Qu Yan

Corresponding Author

Qu Yan

Abstract

With the rapid development of the Internet, the competition among Internet firms has become increasingly fierce. The brand image of Internet firms has become the key to the development of online brands. The shaping of firm brand image is not only conducive to the establishment of corporate culture, but also conducive to the shaping of the brand image that the majority of consumers love and enhance their competitiveness in the market. The paper analyzes the application and influence of the traditional brand image strategy in the e-commerce environment, finds problems in the process of shaping the brand image of the Internet companies, and proposes corresponding improvement programs, which provides reference for the Internet companies to better develop their brands.

Keywords

Internet firm; Brand; Brand image shaping