摘要
随着中国基础制造业的升级发展,越来越多的中国企业选择跨境“出海”。快速更新迭代的互联网技术促进了跨境电商企业营销模式的创新。在此基础上,跨境电商企业构建了基于产品、价格、渠道和促销四个维度的整合营销策略,有力推动了企业的品牌建设历程。以出海品牌的领头羊SHEIN为研究对象,对其整合营销策略进行分析研究,总结跨境电商品牌的成功经验,旨在为促进中国企业开拓海外市场提供相关建议。
With the upgrading and development of China's basic manufacturing industry,more and more Chinese enterprises are choosing to go overseas.The rapidly updated and iterative Internet technology has promoted the innovation of the marketing model of cross-border e-commerce enterprises.On this basis,cross-border e-commerce enterprises build integrated marketing strategies based on four dimensions of product,price,channel and promotion,which strongly promotes the brand building process of enterprises.This paper takes SHEIN,the leader of overseas brands,as the research object,analyzes and studies its integrated marketing strategy,summarizes the successful experience of cross-border e-commerce brands,and aims to provide relevant suggestions for promoting Chinese enterprises to explore overseas markets.
作者
郦瞻
田镯
Li Zhan;Tian Zhuo(Hangzhou Normal University Alibaba Business School,Hangzhou Zhejiang 311121)
出处
《对外经贸》
2023年第12期79-81,110,共4页
FOREIGN ECONOMIC RELATIONS & TRADE
关键词
跨境品牌
Shein
整合营销
Cross-border Brands
Shein
Integrated Marketing
