Research on a Marketing Application Scheme of Brand Character - Focused on the Brand Characters of Chinese Representative E-commerce

Under the development background of the social economy and given the development of animation technology, brand character has become a typical symbol of enterprise marketing owing to its advantages of economy, stability, specificity, and plasticity. In this paper, with the brand character of typical Chinese e-commerce enterprises as the research object combined with a literature review, a case analysis, comparative research, in-depth interviews and a qualitative research method, and starting from the specific marketing cases of Tmall, JD.com, and Suning.com, it was concluded that brand characters can effectively help e-commerce enterprises gain more profits and better serve their brands. Meanwhile, in-depth interviews were carried with six competent Chinese designers and experts, ultimately showing that for Tmall, on the basis of maintaining its existing convergence media interaction, a brand character was used more to expand the surrounding industries with the Tmall brand mark and enrich the industrial structure of e-commerce enterprises. It was also found that during the process of building the character Joy into a brand star, JD should be more closely associated with the e-commerce platform itself so that consumers can directly feel the power of the brand character during the marketing activities launched by the e-commerce platform. While continuing to give full play to its advantages in offline publicity, Suning should also continue to make efforts regarding online marketing activities and should use its brand character to help its e-commerce enterprises build a broader brand sales image. It is hoped that through this study, more enterprises will become motivated to create brand characters with promotional significance. The marketing strategy of a brand character can enhance the competitiveness of enterprises and bring benefits to them, with the enterprises then serving as a type of leverage to promote economic growth in the entire country.