Micro marketing is a combination of traditional marketing and modern online marketing. It achieves a new breakthrough in marketing through traditional methods and Internet thinking. Based on the summary of relevant research, this paper builds a brand marketing decision index system in the context of micro-marketing era. The index system includes three core dimensions: cognitive index, feeling index, and behavior index, and is subdivided into 6 secondary indexes and 11 tertiary indexes. Meanwhile, wash and care brands (Hello Flash, Shiba, Jiexinuo) were taken as research objects for empirical analysis. The research results have important reference value for micro-marketing brand decision-making.
{"title":"The Construction and Empirical Research of Brand Marketing Decision Index Evaluation in Micro-Marketing Era","authors":"Heng Wei, Fangying Chai, Danyang Cong","doi":"10.12677/ecl.2020.92005","DOIUrl":"https://doi.org/10.12677/ecl.2020.92005","url":null,"abstract":"Micro marketing is a combination of traditional marketing and modern online marketing. It achieves a new breakthrough in marketing through traditional methods and Internet thinking. Based on the summary of relevant research, this paper builds a brand marketing decision index system in the context of micro-marketing era. The index system includes three core dimensions: cognitive index, feeling index, and behavior index, and is subdivided into 6 secondary indexes and 11 tertiary indexes. Meanwhile, wash and care brands (Hello Flash, Shiba, Jiexinuo) were taken as research objects for empirical analysis. The research results have important reference value for micro-marketing brand decision-making.","PeriodicalId":221797,"journal":{"name":"E-Commerce Letters","volume":"60 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-05-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124121184","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Analysis of International Research on Tourism E-Commerce from 2017 to 2019—Taking ATR, TM, JTR as Research Objectives","authors":"杨欣彤, 李荣杰","doi":"10.12677/ecl.2019.84016","DOIUrl":"https://doi.org/10.12677/ecl.2019.84016","url":null,"abstract":"","PeriodicalId":221797,"journal":{"name":"E-Commerce Letters","volume":"81 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-09-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124117557","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.12677/ecl.2021.104006
光磊 郑
{"title":"Problems and Countermeasures in the Development of Digital and Software Service Ecosystem in Dalian","authors":"光磊 郑","doi":"10.12677/ecl.2021.104006","DOIUrl":"https://doi.org/10.12677/ecl.2021.104006","url":null,"abstract":"","PeriodicalId":221797,"journal":{"name":"E-Commerce Letters","volume":"37 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126452219","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.12677/ecl.2022.113004
江海 何
{"title":"Internet Economy during the Epidemic—From the Perspective of Big Data in the Video Game Industry","authors":"江海 何","doi":"10.12677/ecl.2022.113004","DOIUrl":"https://doi.org/10.12677/ecl.2022.113004","url":null,"abstract":"","PeriodicalId":221797,"journal":{"name":"E-Commerce Letters","volume":"51 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129569645","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.12677/ecl.2022.114007
韵晴 赵
,
{"title":"Research on E-Commerce Live Purchase Behavior of Young and Middle-Aged Groups in Wuhan","authors":"韵晴 赵","doi":"10.12677/ecl.2022.114007","DOIUrl":"https://doi.org/10.12677/ecl.2022.114007","url":null,"abstract":",","PeriodicalId":221797,"journal":{"name":"E-Commerce Letters","volume":"6 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130482521","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Research on Credit Mechanism and Enterprise Employee Credit Management Based on AHP Model","authors":"峰 刘","doi":"10.12677/ecl.2019.84014","DOIUrl":"https://doi.org/10.12677/ecl.2019.84014","url":null,"abstract":"","PeriodicalId":221797,"journal":{"name":"E-Commerce Letters","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128818200","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.12677/ecl.2023.123011
俊良 陈
The SMEs of Taiwan engaged in cross-border e-commerce exports have advantages such as rich commodity items, good quality and perfect after-sales services. How to help Taiwan SMEs actively engage in cross-border e-commerce and break through the bottleneck of traditional trade exports is an important issue of the Taiwan authorities. The main purpose of this study is to explore the ways in which SMEs participate in cross-border e-commerce and their entry modes for expanding international markets from the perspective of small and medium-sized suppliers. The study used multiple case studies. This research found that the entry mode of SMEs for launching into cross-border e-commerce can be divided into three main ways, including: seeking third-party operators, cooperating with overseas platforms, or self-built official websites. In addition, the network marketing strategy of SMEs participating in cross-border e-commerce is divided into three types: e-commerce platform-driven overseas marketing, global network marketing led by brand owners, and collective website co-brand promotion model. Moreover, the entry modes of the case manufacturers to expand the international market include: authorization which belongs to the non-equity mode, “joint venture” and “overseas agent” mode of the equity mode.
{"title":"A Case Study on Entry Strategies of SMEs Participating in Cross-Border E-Commerce","authors":"俊良 陈","doi":"10.12677/ecl.2023.123011","DOIUrl":"https://doi.org/10.12677/ecl.2023.123011","url":null,"abstract":"The SMEs of Taiwan engaged in cross-border e-commerce exports have advantages such as rich commodity items, good quality and perfect after-sales services. How to help Taiwan SMEs actively engage in cross-border e-commerce and break through the bottleneck of traditional trade exports is an important issue of the Taiwan authorities. The main purpose of this study is to explore the ways in which SMEs participate in cross-border e-commerce and their entry modes for expanding international markets from the perspective of small and medium-sized suppliers. The study used multiple case studies. This research found that the entry mode of SMEs for launching into cross-border e-commerce can be divided into three main ways, including: seeking third-party operators, cooperating with overseas platforms, or self-built official websites. In addition, the network marketing strategy of SMEs participating in cross-border e-commerce is divided into three types: e-commerce platform-driven overseas marketing, global network marketing led by brand owners, and collective website co-brand promotion model. Moreover, the entry modes of the case manufacturers to expand the international market include: authorization which belongs to the non-equity mode, “joint venture” and “overseas agent” mode of the equity mode.","PeriodicalId":221797,"journal":{"name":"E-Commerce Letters","volume":"38 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126746738","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Analysis of the Impact of Chi-na’s Cross-Border E-Commerce Platform Digital Trade Model on the Competitiveness of Small and Medium-Sized Enterprises—A Case Study of DHgate.com","authors":"燕 梅","doi":"10.12677/ecl.2019.81003","DOIUrl":"https://doi.org/10.12677/ecl.2019.81003","url":null,"abstract":"","PeriodicalId":221797,"journal":{"name":"E-Commerce Letters","volume":"137 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131391186","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.12677/ecl.2023.123010
孟尚 王
Nowadays, the Western fast food industry is thriving and its position in the catering industry is becoming increasingly important. In recent years, the scale of Wallace’s stores has rapidly expanded and has become the largest local fast food enterprise in China. But if you want to maintain a competitive advantage in the constantly changing consumer market, you need to constantly in-novate marketing strategies. This article uses 4P and 4C marketing theories to study Wallace’s marketing strategies from the supply and demand sides, respectively. It elaborates on the problems that Wallace faces in marketing and proposes countermeasures, which has reference significance for the marketing of other catering companies in China.
{"title":"Research on Wallace’s Marketing Strategy","authors":"孟尚 王","doi":"10.12677/ecl.2023.123010","DOIUrl":"https://doi.org/10.12677/ecl.2023.123010","url":null,"abstract":"Nowadays, the Western fast food industry is thriving and its position in the catering industry is becoming increasingly important. In recent years, the scale of Wallace’s stores has rapidly expanded and has become the largest local fast food enterprise in China. But if you want to maintain a competitive advantage in the constantly changing consumer market, you need to constantly in-novate marketing strategies. This article uses 4P and 4C marketing theories to study Wallace’s marketing strategies from the supply and demand sides, respectively. It elaborates on the problems that Wallace faces in marketing and proposes countermeasures, which has reference significance for the marketing of other catering companies in China.","PeriodicalId":221797,"journal":{"name":"E-Commerce Letters","volume":"28 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130754139","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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