【作者】 王芳；

【导师】 郑丽勇；

【作者基本信息】 南京大学 ， 新闻与传播（专业学位）， 2018， 硕士

【摘要】 跨境电商从肇始至今,已经经历了好几个年头。在发展初期的红利退去之后,粗放的发展方式多带来的问题也逐渐显露。白鲸公司作为一个面向美国市场的跨境电商企业,面临着同样的问题。在原有发展道路受阻的情况下,白鲸公司正着力于探索品牌化的发展道路。本文对白鲸公司经营管理进行深入了解和分析,将Allegro品牌与市场上现有的品牌进行对比,发现白鲸公司存在着品牌战略缺位、品牌定位不清晰、以及营销传播渠道单一等问题。运用PEST分析法对Allegro所处的宏观环境进行分析;运用问卷调查法对微观环境进行分析。通过SWOT分析法确定Allegro品牌在竞争中所具有的优势、劣势、机会与威胁。在对品牌进行了全面充分的分析之后,将产品的目标市场确立为25-50岁的,有较高收入和较高学历,并且注重生活品质和产品服务的美国中产阶级。在上述工作基础之上,本文为Allegro品牌推广设计了如下策略:根据对竞争对手的分析以及对自身的分析,确定品牌形象的传播策略,包括为Allegro确立了创新型品牌形象的定位以及更为清晰的产品线,并对品牌做了更为细致的划分。为Allegro品牌将来的发展预留了高端和低端市场,以及其他的个护产品线。从内容策略来说,确立了用营销的理念来设计产品的思路,同时设计了横向和纵向两套内容方案。媒介组合策略方面主张根据产品自身的特点,灵活的选择合适的媒介渠道。在分销渠道这一特殊的媒介上采取“B2C2B”的策略,通过C端打开产品一定的知名度,增大品牌及产品的曝光,从而吸引B端的关注,开发适合Allegro创新型个护产品的渠道。本文主要分为六章,第一章主要介绍了当前跨境电商以及电动牙刷的发展背景;第二章对白鲸公司及其品牌状况进行介绍;第三章分析了 Allegro电动牙刷的宏观和微观市场环境;第四章具体设计了 Allegro电动牙刷的整合营销传播方案;第五章是对整合营销传播方案的效果预估和评估方式。更多还原

【Abstract】 Cross-border e-commerce has gone through many years since its inception.After the dividends in the early stages of development have receded,the problems brought about by the extensive development methods have gradually revealed.The White Whale Company,as a cross-border e-commerce company facing the U.S.market,faces the same problem.With the original development road obstructed,Beluga is focusing on exploring the development path of branding.This article has carried on the in-depth understanding and analysis to the management and management of Beluga Whale Company,comparing the Allegro brand with the existing brands on the market,and found that Beluga Whale Company has problems such as lack of brand strategy,unclear brand positioning,and single marketing communication channels.The PEST analysis method was used to analyze the macro-environment in which Allegro was located;the questionnaire was used to analyze the micro-environment.The SWOT analysis determines the advantages,disadvantages,opportunities,and threats of the Allegro brand in the competition.After a thorough and comprehensive analysis of the brand,the target market for the product was established as a 25-50 year old American middle class who has a higher income and a higher level of education and who pays attention to quality of life and product service.Based on the above work,this article has designed the following strategies for Allegro brand promotion:based on the analysis of competitors and analysis of itself,determine the communication strategy of brand image,including establishing the position of innovative brand image for Allegro and more A clear product line and a more detailed division of the brand.For the future development of the Allegro brand,high-end and low-end markets are reserved,as well as other personal care product lines.From the perspective of content strategy,the idea of designing products with the concept of marketing was established.At the same time,two horizontal and vertical content programs were designed.Media portfolio strategy advocates flexible selection of suitable media channels based on the product’s own characteristics.The "B2C2B"strategy is adopted on the special channel of distribution channels.Through the C-side,the product is opened to a certain degree of visibility,which increases the exposure of brands and products,thereby attracting the attention of B-side and developing channels for Allegro’s innovative personal protection products.This article is divided into six chapters.The first chapter mainly introduces the current development background of cross-border e-commerce and electric toothbrushes.The second chapter introduces the status of Beluga Company and its brands.The third chapter analyzes the macro and micro of Allegro electric toothbrushes.Market environment;Chapter 4 specifically designs the integrated marketing communications program for Allegro electric toothbrushes;Chapter 5 is the method for estimating and evaluating the effectiveness of integrated marketing communications programs.更多还原