Research On The Cross-border E-commerce Of FX Carpet Exporting Marketing Strategy

The American financial crisis erupted in 2008 exerted a great impact on the global economy, which led to the deterioration of international market environment, which is the background of cross-border e-commerce's rapid development. FX company is also engaged which is an exporting factory in carpet industry. The old marketing strategy of FX which can't be adapted to the demand of cross-border e-commerce development needs to be well improved basing on the characters of the enterprise itself and the carpet industry.This article proposed improved strategy for cross-border e-commerce export of carpet against the current problem faced by FX Company. Firstly, according to the methods of literature research, we analyzed and summarized the data and information collected, and concluded the causes for the current poor situation of cross-border e-commerce marketing performance, which included unreasonable product structure, imperfect price system, backward place strategy, lack of promotion, etc. Secondly, this article analyzed the contents of marketing strategies of FX Company as well as three representative competitors from domestic and overseas based on STP marketing theories and related 4P. At the same time, the market competition environment and the marketing status quo of cross-border e-commerce business of carpet in FX Company were analyzed based on the SWOT analysis mode. Finally, we put forward recommendations for improving marketing strategy respectively from the point of product, place, price and promotion through market research and data analysis combining with the causes mentioned above.The improved strategies proposed in this paper could better cater for the need of FX Company in improving the efficiency of cross-border e-commerce management, which has a certain reference value for FX Company's cross-border e-commerce export.The first chapter of this article is introduction. The second chapter includes a brief introduction of the overview of cross-border e-commerce business and some related marketing theories. In the third chapter we introduced the FX Company, expounded the present situation of cross-border e-commerce export, analyzed the competitors and pointed out the problems existing in the marketing process. The fourth chapter contains questionnaire and data analysis of targeted customers. In the fifth chapter, we come up with some targeted suggestions for improving the marketing strategy of cross-border e-commerce export for FX Company.