联系我们

论文查询结果	返回搜索

论文编号：	14739
作者编号：	2120223740
上传时间：	2024/6/7 14:09:53
中文题目：	拼多多公司TEMU韩国平台整合营销传播策略优化研究
英文题目：	Research on Optimization of Integrated Marketing Communications Strategy for Pinduoduo’s TEMU Platform in Korea
指导老师：	申光龍
中文关键字：	TEMU韩国平台;整合营销传播;跨境电商平台;全球化新媒体
英文关键字：	TEMU Platform in Korea; Integrated Marketing Communications; Cross-border E-commerce Platform; Globalized New Media
中文摘要：	在当今数字化时代，电子商务行业经历了迅猛的发展，成为全球零售市场中不可忽视的力量。随着新媒体技术的进步和普及，企业越来越依赖于整合营销传播策略，以新媒体为核心构建与消费者之间的沟通桥梁。这种新型的营销方式利用社交媒体、内容营销等手段，实现品牌信息的一致性传达，提高营销效率和效果。鉴于此，本研究选择了拼多多公司旗下推出的全球电商平台TEMU的韩国平台作为研究对象，将其放在韩国市场做精准分析，旨在探讨其整合营销传播策略的现状及优化途径。 TEMU平台在韩国的运营策略及营销实践不仅对于公司自身的全球化战略至关重要，也对理解跨文化营销传播策略具有重要研究价值。韩国作为一个成熟且高度竞争的电商市场，为TEMU提供了独特的市场环境和挑战，通过深入分析TEMU在韩国市场采取的整合营销传播策略，本研究意在揭示如何有效整合本土化新媒体资源，以适应韩国市场的特点，提升品牌认知度和市场占有率。拼多多公司作为国内低成本战略电商平台代表，如何拓展其知名度、维系和消费者的关系、增强自身竞争优势，是其作为跨境电商平台现阶段以及未来要考虑的生存问题。 本研究采用文献综述和案例分析的研究方法，了解整合营销的理论及其相关理论在实践中的应用，通过对跨境电商的发展历程，拼多多公司TEMU韩国平台面临的市场环境和竞争状况的分析，探究该公司在整合营销传播策略中所面临的全球化新媒体管理体系、经营环境数据库管理以及利害者关系管理体系中的问题和挑战，并基于全球化新媒体环境下的整合营销传播理论，提出针对性的策略优化建议，为TEMU韩国平台以及其他在海外市场运营的中国电商平台提供实践指导和策略参考。
英文摘要：	In today's digital era, the e-commerce industry has seen rapid growth, becoming an indispensable force in the global retail market. With the advancement and widespread use of new media technologies, companies increasingly rely on integrated marketing communication strategies, using new media as a bridge to connect with consumers. This modern marketing approach leverages social media and content marketing to ensure consistent brand messaging and enhance marketing efficiency and effectiveness. This study focuses on Pinduoduo's global e-commerce platform, TEMU, specifically its operations in South Korea, to analyze its integrated marketing communication strategies and explore ways to optimize them. TEMU’s operational and marketing practices in South Korea are crucial not only for the company’s global strategy but also for understanding cross-cultural marketing communication strategies. South Korea’s mature and highly competitive e-commerce market provides unique challenges for TEMU. This study aims to reveal how effectively integrating local new media resources can adapt to the South Korean market, enhancing brand recognition and market share. As a representative of low-cost strategic e-commerce platforms in China, Pinduoduo faces challenges in expanding its brand presence, maintaining consumer relationships, and strengthening its competitive edge as a cross-border e-commerce platform. This research employs literature reviews and case study methods to understand the theory of integrated marketing and its practical application. By analyzing the development of cross-border e-commerce, the market environment, and competitive conditions faced by Pinduoduo’s TEMU platform in South Korea, the study investigates challenges and issues within the global new media management system, operational environment database management, and stakeholder relationship management system in integrated marketing communication strategies. Based on the theory of integrated marketing communications in a globalized new media environment, this research proposes targeted strategic optimization suggestions, providing practical guidance and strategic references for TEMU’s platform in South Korea and other Chinese e-commerce platforms operating in foreign markets.
查看全文：	预览  下载(下载需要进行登录)