Research On Overseas Marketing Strategy Of CS Company’s Electronic Cigarette Brand

As an important category of my country’s cross-border e-commerce industry,my country’s electronic cigarette industry is developed.90% of the world’s electronic cigarettes and their accessories are produced by Chinese companies.However,because the main electronic cigarette markets are in Europe and the United States,many Chinese enterprises are still OEMs.Mainly,only a few companies have their own brands to enter the international market.The overseas market has become the next core growth point for domestic e-cigarette brands.How to create an effective e-cigarette brand overseas marketing strategy has become an important issue for most domestic e-cigarette companies.The thesis takes CS company as the case analysis object,and analyzes the overseas marketing environment of CS company’s e-cigarette brand through the organic combination of related theories of corporate marketing strategy and brand marketing,and then reveals the current situation and problems of overseas marketing of CS company’s e-cigarette brand.The research believes that the problems in the overseas marketing of CS e-cigarette brands are mainly reflected in four aspects: single product line and not international enough,cost pressure on pricing,insufficient diversification of channels,and insufficient personalization of promotion strategies.In order to effectively optimize the overseas marketing strategy of CS company’s electronic cigarette brand,the thesis establishes the brand positioning of CS company’s electronic cigarette as "medium price,high-quality raw materials,and conveys a healthy life concept" based on STP analysis method,and then summarizes and proposes diversified product strategies and product adaptation strategy,two pricing strategies for European and American customer demand pricing and competitive pricing,channel strategy for wholesaler marketing decision and retailer marketing decision,and three promotional strategies for social marketing,influencer promotion and platform cooperation,and trade-in.Finally,in order to effectively guarantee the implementation of CS Company’s strategy of overseas marketing of e-cigarette brands,the thesis constructs three major safeguards:brand organizational structure guarantee,working capital guarantee,and logistics and overseas warehouse guarantee.It is hoped that the research can provide scientific ideas and feasible reference for the overseas marketing of Chinese electronic cigarette industry brands.