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Improving Digital Marketing Strategies Based on SICAS Mode: A Case Study of SHEIN in China

Year: 2024

Type: conference-paper

Abstract: In recent years, cross-border e-commerce has emerged as a primary choice for international consumers, with China's export cross-border e-commerce industry experiencing significant growth. This paper focuses on SHEIN, a prominent Chinese cross-border e-commerce enterprise, using it as a case study to analyze its global digital marketing strategy through the SICAS model. By examining SHEIN's approach, this study offered actionable insights and strategic recommendations for other Chinese cross-border e-commerce enterprises aiming to expand globally. These findings aim to contribute to the advancement of China's cross-border e-commerce industry.

DOI: 10.1145/3696952.3696978

Authors: Zhiqin Du, Na Yin

Institutions: Wuhan Technical University, Rajamangala University of Technology Tawan-ok

Language: English

Topic: E-commerce and Technology Innovations

Subfield: Business and International Management

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Industry, innovation and infrastructure

Open Access status: gold

OpenAlex ID: W4406424487

FWCI: 3.138

Cites: 9

Cited by: 2

Related to: 10