跨境电商B2C创业企业品牌营销案例研究

Case Study on Brand Marketing of Cross-border E-COMMERCE B2C Start-ups

对深圳创琦志科技有限公司进行案例分析研究,为跨境电商B2C创业企业制定品牌营销策略提供建议。在品牌营销理论的基础上,利用创琦志公司在品牌营销过程中所选择的品牌定位、品牌元素创建以及品牌营销战略,分析跨境电商B2C企业制定正确品牌营销策略的三大要素。结果显示,跨境电商B2C企业在品牌营销过程中,根据本企业实际情况确定目标市场、实现准确的品牌定位,以优异的产品质量作为营销基础实现营销渠道环节管理模式等方面的创新工作,是成功的品牌营销策略必备的因素。因此,建议跨境电商B2C创业企业在制定品牌营销策略时确保定位准确、保证产品质量、实现营销渠道创新,以推动我国跨境电商蓬勃发展。

The case study of Shenzhen Chuangqizhi Technology Co.,Ltd.is conducted to provide suggestions for cross-border e-commerce B2c start-ups to formulate brand marketing strategy.On the basis of brand marketing theory,using the brand positioning,brand element creation and brand marketing strategy chosen by Chuangqizhi company in the process of brand marketing,this paper analyzes the three key factors of cross-border e-commerce B2C enterprises to make the correct brand marketing strategy.The results show that the cross-border e-commerce B2C enterprises in the process of brand marketing,according to the actual situation of their enterprises to determine the target market,achieve accurate brand positioning,taking excellent product quality as the marketing basis to realize the innovation of marketing channel management mode is the essential factor of successful brand marketing strategy.Therefore,it is suggested that the cross-border e-commerce B2c start-ups should ensure the accurate positioning,guarantee the product quality and realize the innovation of marketing channel in order to promote the development of cross-border e-commerce in China.