A New Advertising Strategy for Alibaba in the U.S.: Appealing to American small business market to sell their products in China through Tmall
Savannah, Georgia: Savannah College of Art and Design
Thesis (M.F.A.) -- Advertising
Savannah College of Art and Design -- Department of Advertising
Bibliography: pages 35-38
The goal of this thesis is to study how Alibaba, the biggest Chinese E-Commerce conglomerate, is expanding its global influence and market share by exporting from the U.S. to China. Alibaba’s plan in the United States is to attract more American individuals and young entrepreneurs to sell their products, commercial goods and service to China. By analyzing the current globalization environment and its trend, Chinese customers represent a big demand for goods from all over the world, and this is a great opportunity for businesses outside of China. Especially because Chinese people have great trust in products from the U.S. The thesis will first introduce Alibaba’s history including Tmall’s development history, its brand awareness in China, its business model and current state of Chinese e-commerce market. What’s more, it will discuss targeting companies’ categories and characters through Alibaba’s first signature business conference, the Gateway 17 Detroit. It will then analyze challenges to small and medium-sized businesses’ globalization and the necessity of globalization for their development. In the third part, this paper will point out the brand awareness of Alibaba in the United State market. The findings will be used to create a marketing strategy from what an advertising campaign will be created to increase the brand awareness of Alibaba and Tmall in the United States.
Keywords: small business, Alibaba, e-commerce, globalization, Tmall, business model
CHAIR: Sullivan, Luke Longstreet
Bazil, Mark Alan
PDF : 38 pages, color illustrations
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