Cross-border Tongbao Company International Marketing Strategy Research

The transformation and upgrading of traditional industries has been widely valued,but the traditional industries are faced with problems such as rigid business ideas,shortage of talents,backward technology,poor innovation ability and low branding.In 2015,China proposed the ―Internet+‖ action plan,which opened a new chapter in the integration of traditional industries and the Internet,such as the integration of traditional agriculture and the Internet---the agricultural product collection network,the integration of the traditional auto parts industry and the Internet---automobile cats,Traditional manufacturing and Internet integration---Chuangmei Craft.Cross-border Tongbao Company is the first case in China to try integrating traditional clothing retail industry with cross-border e-commerce.In the process of expanding international market,its international marketing strategy not only successfully opened the door to the world market,but also boosted the company’s development.Based on this background,this paper uses international marketing strategy theory to conduct in-depth research on cross-border Tongbao’s international marketing strategy.This paper is divided into five parts: The first part is an introduction to the study of international marketing strategies by scholars at home and abroad.The second part briefly describes the development process of cross-border Tongbao company.It finds that under the situation that the traditional Chinese clothing industry is in trouble,it expands the international market,develops cross-border e-commerce,explores the integration of traditional industries and emerging industries,and embarks on transformation.The third part studies the international marketing strategy of Cross-border Tongbao Company,and analyzes how the international marketing strategy of the company in the process of industrial integration is formulated and implemented.The fourth part analyzes the international marketing effect of cross-border Tongbao company.The author constructs a comprehensive financial indicator to evaluate the marketing effect of cross-border Tongbao’s international marketing strategy,and concludes that the international marketing strategy of cross-border Tongbao company contributes to the enterprise industry amalgamation achieves transformation.The fifth part is the cross-border Tongbao company facing problems and countermeasures,the author identified the development of the company’s international marketing strategy,and put forward corresponding countermeasures.In summary,while trying to help the long-term development of cross-border Tongbao company,this paper hopes to provide some reference for the transformation and upgrading of traditional enterprises.