Year: 2024
Type: article
Abstract: This study examines the marketing strategy of the Canva app in the Chinese market, with a special focus on its localized cultural adaptation and market segmentation and positioning. This thesis focuses on how Canva has established and maintained its competitive advantage in the Chinese market through its unique marketing strategies, including market segmentation, targeting and product localization. The study also analyzes the specific measures taken by Canva in facing local Chinese competitors and examines the effectiveness of these strategies. The research found that Canva has achieved a significant market position in China's online design platform market through its user-friendly interface, reasonable pricing strategy, and powerful collaboration features. Meanwhile, Canva's localization adjustments, such as templates adapted to the needs of China's social software and its strategic partnership with Visual China, have further strengthened its market competitiveness. However, Canva still faces challenges in attracting professional users who need highly customized design tools. This study not only provides a case study for academics on the operation of international brands in the Chinese market, enriching the research literature on globalization and cross-cultural management, but also provides valuable references for business practices, especially in terms of technological innovations and global adaptation of service models. Through an in-depth analysis of Canva, the study provides new perspectives for understanding how technology products meet local needs in different market environments.
Author: Tsz Lap Lin
Institution: UNSW Sydney
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4405590560