The Research On Marketing Strategy Of Cross-border Imported E-commerce Based On Consumer Behavior

Recent years,with the development of our country's economy and the rise in people's income level,consumers' purchasing power has increased a lot.And as the demands of consuming update at the same time,consumers pursue higher quality goods and services.What's more,due to the opening of exit policy,a large number of people choose to study abroad and travel overseas,which broaden the international horizon.With the growth of consumers' demand for overseas shopping,the cross-border imported e-commerce platform has sprung up.The support of government's policy,the demands of consumers and the rapid development of this industry also contribute to a flood in cross-border imported e-commerce platform.However,the fast development of cross-border imported e-commerce is also accompanied by the production of many problems.For instance,there are common problems in the development of supply chain,logistics,payment and service.But with the implementation of the new policy and the disappearance of the dividend policy,cross-border imported e-commerce industry's competition pressure has increased,so cross-border imported e-commerce,especially entrepreneurial e-commerce who want to gain a foothold in the industry,not only need to solve these common problems,but to pay more attention to the needs of the consumers in order to find the breakthrough point,fully understand the behavior of consumers,develop the appropriate marketing strategy.In accordance with the above background,this article first makes the cross-border imported e-commerce marketing related concepts and theoretical basis clear,and then analyzes and summarizes the development of cross-border imported e-commerce industry and the present marketing situation.Afterwards,it formulates a questionnaire on the consumers' purchasing behavior of the case for further investigation,systematically analyzes the influential factors of consumers' shopping in this case and provides suggestions for the selection of the enterprise marketing strategy through the investigation of consumers' behavior in the hope of playing a reference role in the marketing development of cross-border imported e-commerce.Based on the above analysis,this article analyzes the current case enterprise's consumer information source,the factors influencing the case enterprise's consumers shopping goods,web design,services and factors of evaluation by others with the method of descriptive analysis on consumers' behaviors at the beginning,and then analyzes consumers' information source,varieties of buying goods,the cause of choosing the case company and consumer characteristics in cross.According to the above analysis to provide suggestions for the selected case enterprise in choosing marketing strategy:case enterprise is supposed to pay more attention to the goods,to improve the quality of goods,to further improve service quality and to perfect shopping evaluation system,etc.On the whole,this article has an enlightenment role in the development of cross-border imported e-commerce industry.