Research On Network Marketing Strategy Of Cross-Border E-Commerce Enterprises Based On 4C Theory

With the increasing demand of Chinese Internet users for cross-border shopping,crossborder e-commerce ushered in a period of rapid development,so how to formulate an effective online marketing strategy for cross-border e-commerce enterprises.Attracting customers at home and abroad to spend shopping has become the focus of attention by enterprises and scholars.Taking NetEase koala as an example,this paper constructs a network marketing system based on 4C marketing theory.Firstly,the paper introduces the research background,significance,content,method,innovation and deficiency,and the related research results at home and abroad,including the research on the connotation and development mode of cross-border e-commerce,the theoretical research of network marketing strategy.At the same time,it also makes a comment on the literature,and introduces the lack of detailed operation rules of network marketing strategy and the lack of case analysis of cross-border e-commerce enterprises.Secondly,this paper introduces the definition and theoretical basis of the relevant concepts,including e-commerce,cross-border e-commerce,network marketing,marketing strategy and other concepts,4P and 4C This paper introduces the evolution of the above theory,the difference between 4P theory and 4C theory,and the reason why the 4C theory is chosen in this paper.Then,it analyzes the network marketing environment of NetEase koala in detail.Firstly,it analyzes the external macro environment such as political environment,economic environment,social environment,technological environment and so on based on PEST theory system.Secondly,based on Porter's five-force model,the paper analyzes the competitive ability of the existing competitors,the entering ability of the potential competitors,the substitution ability of the substitutes,the bargaining power with the suppliers,the bargaining power with the consumers,and so on.The third is based on SWOT theory to NetEase koala network marketing Analysis of strengths and weaknesses as well as opportunities and challenges.Finally,synthesizing the above analysis,NetEase koalas have good external macro environment and internal resource advantages,but they face fierce competition within the industry.Therefore,the online marketing strategy of NetEase koalas needs to make full use of existing brands and services.Channels and other advantageous resources to develop,in the formulation of network marketing strategies need to be based on the current policy and environmental dividend to continue to play the existing advantages;Pay attention to the promotion of service quality and experience of online shopping;improve product after-sales service and reduce the time of customs clearance;make full use of existing brands,services,channels and other advantages of resources to formulate.Most Then,combined with the analysis results of marketing environment,this paper formulates NetEase koala network marketing strategy based on 4C marketing theory,determines the target market and target customers before implementing the network marketing strategy,in order to ensure the effect of the marketing strategy.Among them,the target market is the market of daily low-end daily necessities for women under 35 years of age in economically developed areas;Target customer is under 35 years old,deep economic developed area or first and second-tier cities,with a certain degree,income,a certain pursuit of the quality of life of women.Then the network marketing strategy based on 4C theory includes obtaining the user's demand,analyzing the user's demand and recommending the product.Turn the international brand value,improve the platform bargaining power,strive to reduce the cost of purchase and transportation of products,formulate floating price mechanism,and formulate a diversified low price promotion strategy;Improve the construction of virtual brand community,organize the activities under the city line with special features,optimize the existing platform function,increase various payment methods and so on.Through the research of this paper,NetEase koala based on 4C theory to formulate the network marketing strategy mainly has the following successful experience: pays attention to the user's demand collection to the product,attaches importance to the interaction and communication between the platform and the user;Reduce the cost of product purchase and warehousing logistics,reduce the cost of customer shopping,attach importance to the sense of user experience,improve the convenience of use.Failure experiences are reflected in: insufficient use of NetEase's existing internal resources;lack of accurate targeting of target customers and target markets.Therefore,the same type of cross-border e-commerce enterprises as NetEase koala should pay attention to the following points when formulating the network marketing strategy: according to the enterprise development strategy and current products Choice of reasonable target market and target customers is the basic premise to ensure the effect of network marketing strategy;focus on young,with a certain degree,white-collar students,with a certain quality of life of women cross-border e-commerce consumer market;Marketing strategies need to be based on the taste and style preferences of the target customer.