The Study Of ABM's Improvement Of Cross-border Electronic Commerce Marketing Strategy

Cross-border e-commerce is the common result of Internet and economic development.The gradual growth of various cross-border e-commerce platforms such as eBay,amazon and Tmall international not only integrates offline commodity resources of various countries in a new mode,provides consumers everywhere with more convenient and diversified consumption modes,at the same time,it also changes the foundation,mode and environment of foreign trade enterprises,especially the small and medium-sized enterprises,which causes market impact,such as encountering the problem of lack of flow,increasing acquisition cost and so on.As an innovative and medium-sized enterprise,ABM was founded in 2017,focusing on brand management.After obtaining the exclusive brand agency,ABM sells products on its cross-border e-commerce platform.For the emerging company,its sales performance in the past three years is commendable,which cannot be separated from the uniqueness of its marketing model,which has great research significance.First-three chapters of this article use all kinds of classic marketing theories centering on ABM's company profile and operating model,and conduct a comprehensive analysis of its current cross-border e-commerce operating strategies.Some problems are found,such as the lack of substantial improvement in product awareness and popularity,insufficient pre-sales and after-sales services,and limited use of existing marketing and promotion strategies,etc.The fourth chapter first makes a deep analysis of the company's environment,and then uses SWOT analysis to explain the advantages,disadvantages,opportunities and threats,and draws a matrix conclusion.The fifth chapter combines STP market segmentation,integrates the theory of integrated marketing on the basis of 4P theory,highlights brand marketing and community marketing from three dimensions of product channel promotion,and optimizes the cross-border e-commerce marketing strategy of the company.The sixth chapter points out the implementation guarantee to ensure the smooth optimization of marketing strategy.At the end of this paper,the main viewpoints and conclusions are summarized,and the future development of ABM company is prospected.The analysis can not only improve the overall consistency and coordination between the marketing strategy and the company's future strategic development pace,but also become the scientific theoretical basis for the company's actual long-term development.It can also provide reference cases for the company and the later established enterprises that plan to operate in a similar mode,which has certain practical significance.