Strategic Planning and Branding Management of Chinese E-commerce Business: A Case Study of Three Squirrels
*Corresponding author. Email: P2612079@my365.dmu.ac.uk
Available Online 15 December 2021.
- 10.2991/assehr.k.211209.193How to use a DOI?
- Strategic Management; Branding Management; E-commerce Development; Three Squirrels
The e-commerce business in China continues to thrive. Three Squirrels (TS), one of the leaders of online food retailers, has been selected as the research object of this study. Specifically, an array of strategies adopted by TS have been reviewed and delineated, including its vision construction, technology-driven approach, internal resources management, procurement and logistic, branding and logo design, and emotional marketing strategy. Aside from the discussion of the competitive advantages of TS, some challenges faced by it have also been revealed. This case study would contribute to the management of ensuing Chinese B2C e-commerce development.
- © 2021 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article under the CC BY-NC license.
Cite this article
TY - CONF AU - Xiyao Wang PY - 2021 DA - 2021/12/15 TI - Strategic Planning and Branding Management of Chinese E-commerce Business: A Case Study of Three Squirrels BT - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021) PB - Atlantis Press SP - 1199 EP - 1203 SN - 2352-5428 UR - https://doi.org/10.2991/assehr.k.211209.193 DO - 10.2991/assehr.k.211209.193 ID - Wang2021 ER -