MKG203 Report: A Comprehensive Marketing Analysis of AliExpress
VerifiedAdded on 2022/10/17
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Report
AI Summary
This report provides a comprehensive analysis of AliExpress, an online retail platform owned by the Alibaba Group. The report begins with an overview of AliExpress, its establishment, and its business model, highlighting its focus on connecting buyers with Chinese businesses and its global reach. It then delves into the company's targeting, positioning, and branding strategies, examining how AliExpress aims to attract customers through competitive pricing, a wide product range, and effective branding efforts, including its use of advertisements and sponsorships. The core of the report focuses on AliExpress's digital marketing communication (DMC) mix, evaluating its use of internet promotion, freebies, social media, email marketing, and SMS advertising. Furthermore, it explores AliExpress's B2B strategies and its expansion in the e-commerce market, emphasizing its globalizing approach, data-driven strategies, and mobile-first approach. The report concludes by referencing key academic sources to support its analysis of AliExpress's marketing strategies.
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