Study On The Marketing Strategy Of Import Cross-border E-commerce Enterprises In China

With the deepening of economic globalization and the rapid development of Internet technology,cross-border e-commerce has become a new form of international trade and a new engine for China's foreign trade growth,especially the booming import cross-border e-commerce business,stimulating The growth of the domestic consumer market has also led to an increase in domestic consumption.Domestic consumers have more choices and channels to purchase overseas products with better safety and higher quality.Faced with the strong desire of domestic consumers for shopping and huge market consumption demand,combined with the development of cross-border e-commerce,many domestic e-commerce platforms,logistics companies and various investments have launched their own cross-border e-commerce platform.The competition between imported cross-border e-commerce platforms is in a state of intense and disordered.Since imported cross-border e-commerce is an emerging industry and lacks relevant theoretical foundations and practical experience for reference,the government currently has no clear policies and guidance.A reasonable marketing strategy can not only promote the sales growth of cross-border e-commerce companies,but also optimize the enterprise structure.What kind of marketing methods,channels and combinations should be adopted for importing cross-border e-commerce enterprises to help enterprises gain market share,gain competitive advantage,survive in fierce and cruel competition,and obtain benign development,which is all imported cross-border E-commerce companies need to consider the issues.This paper uses literature research method,case analysis method,contrast method,SWOT analysis method to analyze the success cases of Netease koala in detail,and analyzes the reasons for its success from all aspects of marketing strategy adopted by Netease koala.Finally,through the SWOT analysis method,the specific advantages and disadvantages of NetEase Koala,the opportunities and threats,and the targeted suggestions were put forward.This paper hopes to provide useful suggestions for the healthy development of imported cross-border e-commerce companies through detailed analysis and contribute to the development of cross-border e-commerce industry.