Research On Cross-border E-commerce Development Strategy Of A Garment Company Ltd.

The specific implementation of international trade has become more diversified.For apparel foreign trade enterprises,the implementation of cross-border e-commerce trade model has many advantages,such as cost reduction,marketing scope expansion,brand influence promotion and so on.However the development of foreign trade on the third party cross-border e-commerce platform also faces a series of competitive pressures and internal problems.In this context,this paper takes A garment company as an example,discusses the problems in the development of cross-border E-commerce and the internal and external environment,advantages,strategy of cross-border e-commerce marketing of A garment company.Through the research,we can see that: First,the problems of cross-border e-commerce development of A garment company include: lack of star products,imperfect price system,inadequate promotion and marketing system construction,and weak logistics support capacity.The reasons for the above problems are: weak product design and marketing ability,lack of flexible pricing system to adapt to cross-border e-commerce mode,lack of awareness of the importance of new marketing,and lack of a diversified logistics system.Second,in the current macro-economic policy and environment,garment enterprises can promote the implementation of cross-border e-commerce marketing,and there is no obvious preference difference or social and cultural conflict at the social and cultural level.At present,the huge population of foreign markets and the progress of garment product production and cross-border e-commerce marketing technology have created good conditions for garment enterprises to carry out cross-border e-commerce business.Third,in the process of cross-border e-commerce development of A garment company,the combination of its own advantages and external opportunities will be formed,thus forming the advantage-opportunity(SO)combination is an optional development mode for enterprises.For A garment company,the choice of SO development strategy mode reflects the willingness of expanding development of enterprises,and is one of the important strategic choices for enterprises to further enhance market share on cross-border e-commerce platform.In view of the existing problems and their causes,this paper puts forward the need to optimize and improve the star products based on Boston Matrix,optimize product pricing mechanism,improve the construction of marketing system,and strengthen logistics service support capacity.In general,the paper discusses the current situation and environmental problems of cross-border e-commerce development of enterprises on the one hand,and,analyzes,design,and implement the cross-border e-commerce development strategy of A garment company on the other hand.It is of direct practical significance to guide the optimization of cross-border e-commerce development strategy of A garment company.