Research on the Brand Transformation Strategies of Cross Border E-commerce Retail Export Enterprises——Taking the Brand Anke Innovation Company as An Example
Nowadays,China's cross border e-commerce export industry has entered a mature new stage of development,and branding has become a consensus among cross border retail export enter-prises.However,the challenges faced by cross border merchants in brand transformation and how to transform are worth exploring.Based on relevant cross border industry analysis reports,data search,online research,and telephone interviews,this paper analyzes the main difficulties faced by China's cross border retail export enterprises in brand transformation.By drawing on the brand transformation path experience of the cross border e-commerce brand Anke,suggestions for China's cross border retail export enterprises in brand transformation are proposed.Suggestions include:building a user-centered corporate culture and endowing brand values;Identify differentiated brand positioning and occupy user minds;Promote innovation through research and development,and strengthen product strength;Integrate omnichannel marketing to assist brand communication;Empowering digital capa-bilities to achieve refined operations;Build an excellent international team to ensure a localization operations.
国家科技期刊平台
NSTL
万方数据
