Abstract
Siemens, as the pioneer brand of dishwasher in China, already has an advantage in the offline sales of similar products. But in today's era of rapid development of the Internet economy, e-commerce and online marketing have become an important channel for every brand marketing. The paper uses the Massage Learning Approach (MLA) and Elaboration Likelihood Model (ELM) to analyze Siemens’ 2021 dishwasher advertisement “clean” with the times. The subsequent online marketing by Siemens in China for this ad is then analyzed. The paper finds that Siemens’ dishwasher commercial identifies the exact positioning of the dishwasher in the Chinese market and adopts a correct and effective communication and marketing approach.
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Sun, Y. (2023). Analysis on Siemens Online Marketing Strategies - Taking Siemens Advertisement of Dishwasher as an Example. In: Dang, C.T., Cifuentes-Faura, J., Li, X. (eds) Proceedings of the 2nd International Conference on Business and Policy Studies. CONF-BPS 2023. Applied Economics and Policy Studies. Springer, Singapore. https://doi.org/10.1007/978-981-99-6441-3_46
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DOI: https://doi.org/10.1007/978-981-99-6441-3_46
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