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论文编号：	14468
作者编号：	2120213383
上传时间：	2024/3/6 15:59:30
中文题目：	跨境电商SHEIN市场营销策略研究
英文题目：	Research on Marketing Strategies of Cross-border E-commerce Firm SHEIN
指导老师：	许晖 教授
中文关键字：	跨境电商，独立站，SHEIN，社交媒体营销
英文关键字：	Cross-border e-commerce, DTC sites, SHEIN, Social media marketing
中文摘要：	2020年多家媒体报道发布有关于跨境电商SHEIN公司的报道，一夜间让大众意识到，这家曾相对默默无闻的企业实际上已经发展成为了与Zara齐名的快时尚巨头。此前，很多人对SHEIN的了解还很有限。这篇文章发布后，电商领域的各方开始对SHEIN进行深入的研究和探讨，尤其是它的产品更新速度、性价比和供应链管理等独特之处。到了2023年，SHEIN依然是国际电商领域的热门品牌。不同于那些依赖于第三方电商平台发展的公司，SHEIN采取的是独立自建独立站的策略，这使其在跨境市场上占有特殊的地位。有SHEIN珠玉在前，2021～2022年诸多中国跨境电商独立站品牌迎来发展的黄金时代。 然而，SHEIN在跨境电商领域，仍然是明显区别于其他公司的现象级存在。为了对SHEIN在国际市场上的成功进行深入剖析，本文首先通过回顾市场营销的核心理论，如市场营销战略相关理论、4P营销组合策略和社交电商理论和电商AIDA营销模型，为实证研究打下了坚实的理论基础。然后，深入分析了SHEIN在宏观环境、业务市场和海外发展策略上的布局和动作，从而为读者呈现一个完整、清晰的SHEIN国际化布局全景。经过分析SHEIN公司快速响应的海量产品、数据驱动下的价格竞争、数字化的渠道管理体系和私域社交媒体运营的促销活动，一步步揭示了公司如何成功捕获了欧美年轻消费者的喜爱。本研究还进一步分析了目前公司市场营销存在的问题，SHEIN公司国际化进程中仍然面临着产品、促销、渠道、品牌等方面诸多挑战，本文最终从制度、人才、技术、风险控制、可持续发展五个角度提供营销策略的实施保障。 SHEIN的成功不仅为其自身带来了巨大的商业回报，更为广大有志于成为下一个现象级跨境电商企业提供了有力的启示。总的来说，本文通过SHEIN的成功经验分析和问题探讨，为我国跨境电商企业发展提供了理论支撑和实践建议，期望助推更多的中国品牌出海，成为全球市场的领军者。
英文摘要：	In 2020, numerous media outlets reported on the cross-border e-commerce company SHEIN, revealing overnight that this once relatively under-the-radar company had grown to rival fast-fashion titans such as Zara. Prior to this, many had limited knowledge of SHEIN. Following the publication of these reports, industry stakeholders delved deep into understanding SHEIN, especially its rapid product update speed, cost-effectiveness, and unique supply chain management. By 2023, SHEIN remained a top brand in the global e-commerce scene. Unlike companies that rely on third-party e-commerce platforms, SHEIN's strategy is centered around its independently built platform, granting it a distinctive position in the cross-border market. Inspired by SHEIN's success, from 2021 to 2022, numerous Chinese cross-border e-commerce brands experienced a golden age of development on independent platforms. However, in the cross-border e-commerce domain, SHEIN's meteoric rise and sustained success set it apart. To deeply analyze SHEIN's triumph in the international arena, this article begins by revisiting core marketing theories, such as marketing strategy theories, the 4P marketing mix, social e-commerce theories, and the e-commerce AIDA model, laying a solid theoretical foundation for the empirical study. Following this, the article delves into SHEIN's strategic positioning in the macro-environment, its business market strategies, and overseas expansion maneuvers, presenting readers with a comprehensive view of SHEIN's international landscape. By examining SHEIN's agile response to massive product demands, data-driven price competition, digital channel management system, and private domain social media promotional campaigns, the study unravels how the company successfully resonated with young Western consumers. Additionally, the research evaluates current challenges in SHEIN's marketing sphere as it continues its global endeavors, tackling product, promotion, channel, and branding challenges. The article concludes by offering strategic marketing recommendations from institutional, talent, technological, risk management, and sustainability perspectives. SHEIN's success has not only yielded significant commercial returns for itself but also offers profound insights for aspiring cross-border e-commerce enterprises aiming to become the next sensation. In summary, this paper provides theoretical and practical advice for China's cross-border e-commerce companies, drawing lessons from SHEIN's experiences and challenges, in hopes of propelling more Chinese brands to lead in global markets.
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