Research On The Communication Strategy Of Cross-border E-commerce

With the development of Internet technology,e-commerce platform gradually rise and gradually recognized by consumers,but with the economic globalization,China's characteristics,high quality,low commodity gradually loved by foreigners,in order to meet the shopping needs of overseas consumers.Cross-border e-commerce platform of different types and the strong momentum of development came into being.The vigorous development of cross-border e-commerce is inseparable from the economic globalization and the maturity of Internet technology.At the same time,it also benefits greatly from the transmission strategy of cross-border e-commerce platform.The cross-border e-commerce platform,led by the Amazon in the United States,has developed more perfectly.In recent years,China's cross-border e-commerce platform is also developing rapidly,the Aliexpress is the most prominent.This paper takes the Aliexpress as an example to study the communication strategy of China's cross-border e-commerce platform.First of all,the innovative elements of cross-border e-commerce platform's communication strategy are introduced first,based on the related theories of cross-border e-commerce platform and its communication strategy and the rapid development of Internet technology.Secondly,this paper systematically discusses the development process of cross-border e-commerce platform in China and its origin and development.Thirdly,it analyzes the existing types and modes of cross-border e-commerce platform,as well as the common communication characteristics and the analysis of communication theories,and analyzes them from the aspects of communication subjects,communication contents,media,objects and effects.In the end,taking the fast selling merchants as an example,this paper makes a thorough analysis of the current communication strategy and gives some suggestions.As the best platform for the development of cross-border e-commerce in China,the Aliexpress is also the most representative platform.The study of its communication strategy has great practical significance,and it also has referencesignificance for other cross-border e-commerce platforms that are developing in China.It can provide some theoretical inspiration for the innovation of the communication strategy of cross-border e-commerce platform.