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摘要现如今，在中国国内的消费者对国外进口商品的需求逐年递增；政府频出各种促进跨境进口电商贸易的利好政策；风险资本纷纷向跨境电商领域聚集的商业环境背景中，许多国内的电商运营公司纷纷做起国外品牌的中国代理商，意欲在电商还未瓜分殆尽的蓝海市场中攫取属于自己的一桶金，为公司拓展更多的业务，谋取更多的利益，创造更多的财富。51628
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基于此现实背景，本论文从营销策略的角度出发，重点研究了中国代理商如何结合时下最新的营销模式制定出合理的营销策略，对所代理的国外品牌进行必要的线上布局和线下布局，并且采用行之有效的O2O营销策略打通国外品牌的线上渠道和线下渠道，将其线上资源和线下资源进行整合、相互补充，从而双向促进两种渠道的零售业，最终促成国外品牌在国内市场步入营销发展的成熟阶段。
本论文的逻辑顺序为品牌选择→品牌定位→品牌布局→营销实施→实证分析。本文首先对国外品牌的选择策略进行了研究，分别从品牌差异性、品牌竞争性和品牌经营范围这三个方面来阐述中国代理商如何选择国外的优质大牌。再从价格、消费客户群体等因素来分析国外品牌在中国市场的品牌定位。然后，本文研究了国外品牌采用电商全渠道战略的合理性与优势，并且从各平台的选择与划分、各平台的价格布局和各平台的产品类目布局这三个方面详细介绍了国外品牌的线上布局；同时本文也介绍了以“地区”为布局核心，由各级分销商和区域代理商构建而成的国外品牌的线下布局。接着，本文有意识地论述了提高品牌认知度在国外品牌营销过程中的重要性，并从线上渠道和线下渠道两个方面来具体研究国外品牌的营销实施。最后，本文以杭州熙浪信息技术股份有限公司代理的美国环保大牌Seventh Generation为案例进行分析，将定性研究与个案研究相结合，为本文提供实证支持，从而增强研究结论的可靠性。
毕业论文关键词：中国代理商； 国外品牌； O2O； 营销策略
Abstract
Nowadays, Chinese domestic consumers demand for imported commodities increasing year by year, the government frequently promulgate a variety of policies which benefit cross-border import E-commerce and venture capital accumulates in the field of cross-border E-commerce in succession. Based on this business background, many domestic E-commerce Operation Companies flood in being the Chinese agents of foreign brands, in order to make their own whopping fortune in the blue ocean market which hasn’t been carved up by E-commerce. These companies consider to expand more business, reap more benefits and create more wealth.
Based on this realistic situation, this article from the point of view of the marketing strategies, mainly studies that how Chinese agents combine the newest marketing models at present to make a reasonable marketing strategies, which necessarily arrange the foreign brand’s online and offline layout, and utilize the effective O2O marketing strategies to get through foreign brand’s online channels and offline channels, which integrate foreign brand’s online and offline resources, complement each other, so as to promote two channels’ retail in double-direction. Ultimately contribute to the foreign brand entering the mature stage of the marketing development.
The logical order of this thesis is Brand Selection → Brand Positioning → Brand Layout → Marketing Implementation → Empirical Analysis. First of all, this article studies the foreign brand’s selection strategies respectively from, Brand Differences, Brand Competitiveness and Brand Business Scope, three aspects to elaborate how Chinese agents select foreign high-quality brand. Next. The article analyzes the foreign brand positioning in Chinese market from price, consumer groups and other factors. And then, the article studies the rationality and advantages of foreign brand using E-commerce omni-channel strategy, and introduces foreign brand’s online layout in detail from three angles of the selection and pision of platforms, the price set-up of platforms and the product category layout of platforms. Meanwhile, this article also introduces foreign brand’s offline layout which takes ‘region’ as the core of layout and which is constructed by all levels of distributors and regional agents. Last but one, this article consciously discusses the importance of improving brand awareness in foreign brand’s marketing process, and specifically studies the foreign brand’s marketing implementation from two aspects of online and offline channels. Finally, this article takes Hangzhou Eget Information Technology Co., Ltd operating American environment-friendly brand, Seventh Generation, as a case analysis, which provides empirical support for this essay by combining qualitative research and case study, with the purpose of enhancing the reliability of the study conclusion.