A Study Of HYP (China)internet Marketing Strategy Under The Background Of Cross-border E-Commerce Import Retailing

With the rapid growth of China's national economy and the increasing proportion of aging population in recent years,the self-care awareness of consumers has been continuously improved,and the health care products industry has developed rapidly which entered a new era.Now,more and more people are aware of online shopping,and are willing to do so and like it with the booming development of Internet information technology and e-commerce.The era of online shopping around the world has quietly arrived.Along with the economic globalization and the series of preferential policies supported by the Chinese government in the cross-border e-commerce war,a growing number of overseas health care products brands would like to enter China's market through the Channel of the cross-border e-commerce.Due to the expansion of the industry scale,the diversification of brands and the acceleration of product updates and the fierce competition.In order to the brand maintains a sustainable competitive advantage in China.As an American best-selling probiotics brand,HYP is necessary to adapt to new changes in the local market and adjust the Internet marketing strategy when it is facing more and more severe competition in the Chinese market in the context of cross-border e-commerce.It fully studied why HYP under the cross-border e-commerce trend and in which the probiotic market is booming,but the sales volume has stagnated or even declined,and its sales ranking has dropped from the second to the seventh in this thesis.Through the use of various classic marketing theories,including 4Cs and 4Is,this thesis analyzed HYP current brand marketing strategy is "competitor-oriented".And there are some problems in its Internet marketing strategy based on customers' demands and analysis of marketing approaches.Besides,it was adjusted its Internet marketing strategy from customer strategy,cost strategy,convenience strategy and communication strategy of 4Cs theory,in which applied 4Is theory to improve the communication strategy.The implication of this research can provide some references for the Internet marketing strategy formulation of multinational enterprises who are similar to HYP brand in China.