| With the development of cross-border e-commerce,more and more cross-border e-commerce enterprises are hindered in the process of development,especially in the process of online marketing,they feel the constraints brought by cultural differences.Cross cultural marketing is different from domestic marketing.The market that marketers face is the global cross-cultural market.As a key factor affecting the final consumption result,cultural factor is an important definition of consumption psychology and trend,and also the main source of various obstacles in cross-border e-commerce operation.In the French market,there are few literatures on cross-cultural marketing of China’s cross-border e-commerce,most of which focus on the marketing strategy of cross-border e-commerce without specific market analysis.This paper studies the cross-cultural marketing strategy of cross-border e-commerce in French market.First of all,this paper sorts out the previous scholars’research on the purchase behavior of Chinese and French consumers.Through content analysis,Rost CM system extracts high-frequency words and forms a semantic network diagram.By comparing the differences,influencing factors and the relationship between Chinese and French consumers,it is found that there are great differences in service quality requirements,product preferences,consumption habits and browsing habits between China and France.Then,this study uses the questionnaire survey method to investigate the purchase behavior of consumers in China and France,and compares the influence of marketing strategies adopted by different cultural backgrounds on consumers’purchase behavior.A total of 647 questionnaires were collected,including 438 in China and 209 in France.It can be seen that there are great differences between the two countries in terms of product type preference,economy,payment convenience,logistics convenience,search convenience,interactivity and business promotion means.Moreover,the convenience of payment method,logistics convenience,search convenience and interactivity are positively correlated with consumers’ purchase behavior.Finally,in the context of cultural differences between the two countries,based on 4C theory,we formulate marketing strategies for China’s cross-border e-commerce enterprises:study French consumers’ product preferences;explore and optimize online experience based on consumers’ needs;control logistics costs as much as possible,give full play to China’s product price advantages,carry out regular promotion activities,accurately advertise and reduce cost waste;pay attention to search,payment and shopping Flow and other aspects of the purchase are safe and convenient;pre sale consultation is professional and after-sale communication is careful. |
