| With the rapid development of the world and the modernization of the global economy,many new models have emerged,improved,and replaced the old ones.Ecommerce is booming and gradually replacing traditional shopping marketplaces.The e-commerce market in Vietnam has growth potential but also faces stiff competition from domestic and foreign players,notably the Shopee website and app.Shopee is one of the largest online e-commerce platforms in Vietnam with the highest single-day order volume.Although it entered the market later than other e-commerce sites such as Lazada and Tiki,Shopee’s position as a manufacturer,trader,and distributor of products in Vietnam is evident.Considering Shopee’s current status and intense market competition,it is necessary to study the marketing strategy problems of the Shopee Vietnam market and propose more effective and innovative marketing strategies to help merchants survive in this rapidly changing market.This thesis comprehensively employs research methods such as literature research,theoretical analysis,and system analysis.Firstly,it analyzes and summarizes the current status of domestic and foreign related theoretical literature research,and summarizes theories and analysis tools.Secondly,it introduces the macro environment and industry competition environment of Shopee in the Vietnam market,as well as the marketing status and marketing strategy of Shopee in the Vietnam market.The thesis uses Porter’s five forces model and SWOT analysis to analyze the current situation of Shopee’s marketing in the Vietnam market,identify the existing problems in its marketing strategy,and highlight the main issues in the marketing strategy.It summarizes the strengths,weaknesses,opportunities,and threats of Shopee in Vietnam’s marketing.After that,it uses the STP theory to segment the market,identify the target market,and position the market.It evaluates the Shopee Vietnam marketing mix strategy.Finally,the thesis uses the 7Ps theory to sort out the marketing strategy of Shopee Vietnam in detail,proposes an implementation guarantee,and provides relevant suggestions for improvement.The results of the thesis show that Shopee Vietnam marketing strategy has been quite comprehensive and successful.Their policies are very flexible and rigorous.Their web design is very appealing and clever.They provide everything with convenience and contact with many transportation companies to reduce the cost of shipping or even free shipping.Shopee’s marketing mix strategy in Vietnam was also successful.So far,Shopee has excellently captured trends and applied marketing strategies across all of Vietnam’s leading social media platforms.However,given the psychological and consumption characteristics of the Vietnamese and fierce competition,Shopee still needs to make more efforts in terms of pricing policy,inventory management,delivery policy,and especially customer care policy to dominate the online retail market. |
