Analyzing on the Going Global Marketing Strategy–Taking Shein as an Example

DOI

10.2991/aebmr.k.220404.042How to use a DOI?

Keywords

Going global marketing strategy; 4P model; micro-influencer marketing; social media marketing strategy; growth marketing strategy

Abstract

This paper focuses on analyzing the Going Global marketing strategy and takes Shein as an example. The research is based on 4P and STP models. These two models are fundamental marketing analytics tools and also the key to analyzing Shein’s marketing strategy. This paper discusses one of Shein’s successful marketing strategies: growth marketing strategies as well, including micro-influencer marketing, social media marketing and C2M business model.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Jieru Shen
PY  - 2022
DA  - 2022/04/18
TI  - Analyzing on the Going Global Marketing Strategy–Taking Shein as an Example
BT  - Proceedings of the 2022 International Conference on Creative Industry and Knowledge Economy (CIKE 2022)
PB  - Atlantis Press
SP  - 225
EP  - 229
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220404.042
DO  - 10.2991/aebmr.k.220404.042
ID  - Shen2022
ER  -