Research On Marketing Strategy Of Imported Cross-Border E-Commerce H Company’S Maternal And Infant Products

In recent years,cross-border e-commerce has become more and more fashionable in China,and more and more Chinese people are keen on overseas online shopping,especially maternal and infant products,which is a popular category.Many new parents pursue higher brand and quality of mother and infant products,which promotes the rapid development of cross-border e-commerce of mother and infant products.The author of this article takes the cross-border e-commerce industry of maternal and infant products as the research breakthrough point,and through 4Ps and 4Cs,conducts a systematic case study on company H,which a cross-border e-commerce company of maternal and infant products.Based on 4Ps marketing theory,this article analyzes the current situation and existing problems from the product,price,place and promotion of company H.Based on 4Cs marketing theory,from the customer,cost,convenience and communication,combined with 4Ps analysis,this article provide a marketing strategy plan for company H.It solves kinds of problems faced by H company in the marketing strategy of mother and infant products,such as single marketing mode,low user trust,no precipitation of brand members,mismatch between corporate culture construction and marketing strategy,and lack of innovation in operation mode etc.through the industry data analysis,this article takes social fission and community operation as the breakthrough point,in-depth studies on maternal and infant consumption behavior,industry characteristics,so as to improve the marketing strategy and enhance the core competitiveness and profitability of the company.At the same time,through the study of the marketing strategies of cross-border e-commerce enterprises of maternal and infant products,this article promotes the marketing level of the whole cross-border e-commerce industry of maternal and infant products,which also can provide certain reference value for the marketing strategies of similar enterprises in this industry.Through a series of analysis and research,the conclusions as below:(1)Establish H company’s own brand,make use of existing factory resources to manufacture best-selling products,transform brand members into private loyal members,and settle in the new retail system for a long time;(2)Enhance the popularity of the store,increase the product praise guidance,increase the product page’s authentic guarantee and authoritative test report,and win the customer trust;(3)Establish overall channel membership system and marketing system,andimprove the repurchase rate of users through membership system,bonus points and omni channel equity sharing(4)With the help of social marketing to promote popularity of brands and products,enhance member stickiness and word-of-mouth recommendation sales,and rapidly expand the market scale of product sales through social fissionThrough the above various marketing operation ways,to improve the marketing effect of the imported mother and infant cross-border e-commerce enterprises,especially for company H.The figures and table data in this article are all from the internal business payment report of cross-border mother and infant industry and the internal big data of the e-commerce platform where company H is located is accuracy and authority.