The Research of the Localization Marketing Strategy of Amazon in Germany
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DOI

10.26689/pbes.v3i6.1714

Submitted : 2020-12-14
Accepted : 2020-12-29
Published : 2021-01-13

Abstract

Amazon Germany has formulated a series of marketing strategies based on the shopping habits of German consumers and it has achieved success. This article summarizes the current marketing strategies of Amazon in Germany, and explores the key factors for the success of this marketing strategy. By comparing with other e-commerce platforms, this article critically analyzes the innovation and deficiency of Amazon in Germany.