COLLECTION NAME:
Graduate Thesis Collection
Record
Title:
A New Advertising Strategy for Alibaba in the U.S.: Appealing to American small business market to sell their products in China through Tmall
Creator:
Chen, Liumo
Subject:
Thesis (M.F.A.) -- Advertising
Subject:
Savannah College of Art and Design -- Department of Advertising
Rights:
Copyright is retained by the authors or artists of items in this collection, or their descendants, as stipulated by United States copyright law.
Abstract:
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.
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.
Abstract:
Keywords: small business, Alibaba, e-commerce, globalization, Tmall, business model
Publisher:
Savannah, Georgia : Savannah College of Art and Design
Date:
2018-05
Format:
PDF : 38 pages, color illustrations