Research On Cross-Border E-Commerce Marketing Strategy Of Company A

With the rapid development of Internet technology,e-commerce is gradually coming into people's life and gradually changing people's consumption habits.Cross-border e-commerce industry also emerges at the historic moment.However,as more and more foreign trade enterprises and factories join,the competition of homogenized products becomes more and more fierce,and the profit of cross-border e-commerce business becomes thinner and thinner.In this environment,how to do a good job in cross-border e-commerce marketing is of great significance to the survival and development of small and medium-sized cross-border e-commerce enterprises.Company A is A cross-border e-commerce company specializing in lighting business.At the beginning of its establishment,company A mainly relied on the customer traffic provided by alibaba platform for transformation.Due to the limited free traffic provided by the platform,the number of visitors was very small.In order to deal with the problem that the number of online visitors is very small,company A once tried to purchase traffic for the company through bidding.Although the increase in traffic did help the company increase the number of orders,the company's profit was lower than the input cost,which caused company A to fall into new operating difficulties.In view of this situation,this paper takes company A as the entry point to discuss cross-border e-commerce business in detail.The first chapter is the introduction,which mainly introduces the background,purpose and significance of this paper.The second chapter is the literature review.Firstly,it elaborates the concept,characteristics and mode of cross-border e-commerce.Secondly,it expounds the traditional marketing strategy and network marketing strategy,and the difference between them.Finally,STP,4C marketing strategy theory and connotation.The third chapter introduces the development status,internal and external environment and existing problems of company A.The fourth chapter mainly applies STP theory to carry out market segmentation for cross-border e-commerce business of company A and select the target market for market positioning.Use 4C theory to make marketing strategy for A company.The fifth chapter is the safeguard measure of marketing strategy.From the ideology idea,the enterprise propaganda,the manpower,the organization,the technology and so on aspect formulates the safeguard measure.The sixth chapter is the summary,sublimates the full text.With the increase of traditional trade transaction costs,more and more foreign trade enterprises begin to choose cross-border e-commerce.However,most operators still do not completely get rid of the traditional marketing thinking,but just display products on the platform and make profits by squeezing channels.This approach is also caught up in the fierce homogenization competition.In this paper,under the guidance of 4C marketing theory,with consumer demand as the fundamental starting point,a reasonable marketing strategy to meet consumer personalized needs.During the whole marketing process,company A improves its core competitiveness by providing valuable services.This study not only provides guidance for the operation and development of A company,but also has reference value for the selection of marketing strategies for small and medium-sized cross-border e-commerce.