IRobot's Online Advertising Strategy In The Chinese Market

Born in the US,iRobot is the most mature service robot industry in the world,and its home service robot has sold over 15 million units worldwide.Since entering the Chinese market,the brand has gradually formed an online advertising strategy with brand characteristics by constantly exploring the online advertising strategies that conform to the Chinese market.This paper collects and collects the online advertising strategies of iRobot in the Chinese market,and summarizes the rules,finds out the existing problems and proposes solutions based on the follow-up investigation of its online advertising strategies in the Chinese market.This paper mainly studies the four aspects of the positioning strategy,creative strategy,appeal strategy and investment strategy of iRobot network advertising.The characteristics of the brand positioning strategy is the largest military with technical background,the market for high-end users;creative strategy is characterized with Chinese culture under the background of the integration of the creative form;appeal strategy is mainly based on the middle-class aesthetic taste appeal,a combination of high-end users to make the appeal strategy;strategy is based on different characteristics the electronic commerce platform,professional website network platform,take on different methods.The positioning strategy,iRobot transplantation in the process of entering the country,because of the difference between domestic and foreign product line,packaging,etc.,and respond to the domestic market environment is slightly lagging behind,causing the positioning for domestic consumers have a certain error;creative strategy,creative thinking of the vast majority of the iRobot from the Western way of thinking creative expression,also inherited the Western middle-class aesthetic taste,creative scenes are frequently connected with the Western cultural taste.China in such a vast market,the lack of analysis of multilayer domestic audience aesthetic taste of iRobot,especially the 80,90 after the main consumer groups,resulting in Chinese market is also a lack of creative strategies for different levels of consumer multi-level advertising creative works;appeal strategy,iRobot is more functional aspects show based on rational appeal strategy,in the early stage of the Chinese into the market,such a strategy is not have much maneuverability and practicability;launch strategy,iRobot in the domestic market are deficient with strategic launch strategy.Therefore,based on the iRobot network advertising strategy,this paper attempts to provide the solution for the presence of iRobot in the China market network advertising strategy problems,and puts forward some countermeasures and suggestions,to provide reference for iRobot in the domestic market network advertising strategy.