Strategic Planning and Branding Management of Chinese E-commerce Business: A Case Study of Three Squirrels

DOI

10.2991/assehr.k.211209.193How to use a DOI?

Keywords

Strategic Management; Branding Management; E-commerce Development; Three Squirrels

Abstract

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.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

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

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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  -