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商品編號： IN1797 出版日期： 2021/10/10 作者姓名： Dubois, David;Liu, Rebecca 商品類別： Marketing 商品規格： 12p 再版日期： 地域： 產業： E-commerce industry 個案年度： -
商品敘述：
How did Shopee - a small e-commerce player launched in 2015 - overtake its historic rival Lazada in just a few years to average 281 million visits a month and become the most valuable company in South East Asia in 2021? CEO Forrest Li followed a bold two-sided digital marketing strategy that won over sellers (B2B) and users (B2C). What differentiated Shopee from Lazada was its intensive data-driven approach that powered greater customer intimacy and its local, experience-driven branding efforts. Stepping into Li''s shoes, students learn the essentials of a e-commerce strategy, from platform design to marketing strategy and tactics, operations and organizational choices supporting Shopee''s relationship with its customers.
涵蓋領域：
Advertising strategy;Big data;Branding;Digital marketing;Entrepreneurship;Marketing analytics;Marketing strategy
相關資料：
Case Teaching Note, (IN1798), 11p, by David Dubois, Rebecca Liu
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