A Study On The Marketing Strategy Of Company S:a Micro Enterprise Engaging In Cross-border E-commerce

Along With the development of computer,internet and smart-phone technology,E-commerce has been playing a significant role in cross-border business.Helped by these new technology,business modes were confronted with profound changes.Cross-border business evolves from great scales,large quantities and high access threshold to small quantities,high frequency and lower access threshold.It is with great significance to conduct a study on the practical marketing strategy problems and dilemmas faced by micro enterprises engaged in cross-border e-commerce.This article chose Company S,a micro enterprise which engaged in cross-border E-commerce,as the object of study.Based on the marketing theory of STP,4Ps and Integrated marketing,the author aims to figure out marketing strategic problems of Company S,analyze the reasons and then accordingly put forward solutions.Thus Company S is able to optimize its management of marketing strategy,and do a better job in its field.Also,the author hoped some similar companies are able to be inspired from this study.The whole article consists of 6 chapters.Chapter 1 Introduction.This part mainly introduces background and purpose of the research,methodology and main contents were mentioned as well.It plays a role of ideas inducing in the whole article.Chapter 2 Theoretical Basis and Literature Review.This part illustrates key concepts and theories used in the article,also research status review would be attached.Thus theoretical tools can be provided for the rest part of article.Chapter 3 Case Description.This part introduce Company S,the case studied in the article,about its background profile,its development history and difficulties in the development process.It provides for the following discussion.Chapter 4 Case Analysis.This part analyzes the case from different theoretical point of view,and all the analysis would be summed up to get a result with existing problems of marketing strategy for the company.Chapter 5 Solution.According to the problems summed up in chapter 5,corresponding solutions would be putting forward.Chapter 6 Conclusion and Enlightenment.This part re-positioned the problems discussed,analyzed them with a higher perspective,put forward a general guiding significance of the conclusion.Besides,thinking and inspiration would be putting forward for similar company groups.