Research On The Marketing Strategy Of Rui'an XAY Company As A Cross-Board Importer

In recent years,with the rapid development of cross-border e-commerce in China,various cross-border trading companies have sprung up.Consumers are becoming more accustomed to and love buying imported goods.With the market becoming more saturated and competition becoming stronger and stronger,in this environment,whether the company's marketing strategy is proper determines whether the company can occupy a place in the market.This study takes Rui'an XAY as a typical case of a traditional trading company transforming into a cross-border import e-commerce.First,it obtained a large amount of first-hand data through field surveys of its operating conditions,and then used these data to conduct a research on Rui'an XAY itself.Analysis found the urgent problems in the marketing strategy.At the same time,this research also analyzes the marketing environment of Rui'an XAY Company from a political,economic,social,and technological perspective,and conducts macro analysis from four aspects:domestic and foreign cross-border import e-commerce platforms,domestic cross-border import e-commerce pilot cities,and other industry competition.The author analyzes the micro environment in three aspects.At last.Using STP and 4P theory,the research on the marketing strategy of Rui'an XAY company was improved:(1)Formulated a combination promotion strategy for existing inventory products,emptied the backlog of products as soon as possible,and revitalized the capital chain;(2)selected the main brands to promote The market is differentiated and the target market is clear;(3)A marketing mix strategy that is consistent with the main brand is formulated.In addition,this study also moderately promotes the experience of XAY Company,and proposes safeguard measures for the marketing strategy of cross-border import e-commerce from the aspects of team formation,transaction process,data analysis,and third-party support.Rui'an XAY is a new cross-border import e-commerce company transformed from a traditional trading company.It has a certain representation,and its transformation experience can be learned by other companies.At the same time,this study also investigates the marketing environment of cross-border import e-commerce at the same time.These data can be used by managers to further improve the business environment of cross-border import e-commerce to improve social efficiency.