Research On Amazon Overseas Purchase Marketing Strategy Based On Consumer Behavior

In recent years,the continuous improvement of China's per capita income level,the gradual expansion of Internet users,and the increasingly mature information and logistics technology have greatly promoted the rapid development of China's import cross-border e-commerce industry.However,as a large number of e-commerce companies began to flood into the market,the import cross-border e-commerce industry has gradually fallen into the situation of Red Sea competition.In this kind of environment,whether the enterprise's marketing strategy is appropriate decides whether it can occupy a place in the market.The behavior of consumers is particularly critical to the marketing strategy of enterprises.Only by catering to the needs and preferences of consumers can a wide enough market be obtained.However,some imported cross-border e-commerce companies have problems such as inaccurate positioning,unclear marketing ideas and unsatisfactory marketing effects,which lead to low competitiveness and can not further expand the market.Therefore,it is very necessary to study the marketing strategy of imported cross-border e-commerce from the perspective of consumer behavior.In this study,firstly,data and relevant literature on cross-border e-commerce marketing and consumer behavior are sorted out,and concepts and theories related to marketing theory and consumer behavior are understood.Secondly,it analyzes the marketing status quo of Amazon Overseas,and summarizes the marketing strategies and existing problems of Amazon China,Amazon Overseas,and Amazon Overseas.Then the overall marketing environment of Amazon Overseas is analyzed.First,the macro environment of Amazon Overseas is analyzed by PEST analysis.Then,the current industry environment of Amazon Overseas is obtained through the analysis of its competitors.By conducting a questionnaire survey on the consumers of Amazon Overseas Shopping,this paper deeply excavates the demand and shopping behavior of current overseas shopping consumers,systematically analyzes the shopping preference and user experience of consumers,and finds out the marketing problems of Amazon Overseas Shopping in five aspects: product,price,promotion,channel and service.Finally,based on the previous research and analysis,this paper,from the perspective of consumer behavior,puts forward suggestions for the improvement of Amazon's overseas shopping marketing strategy from five aspects: product,price,promotion,channel and service.Nowadays,the convenience and logistics speed of import cross-border e-commerce have been greatly improved,coupled with the release of product price advantage brought by zero tariff,so that the import cross-border e-commerce industry will usher in new development opportunities.In order to continuously improve the competitiveness of enterprises in the competitive market,it is necessary to develop a good marketing strategy.This study not only for amazon purchase overseas marketing strategy choice to provide opinions and Suggestions,also hope that can be imported from other cross-border electricity to provide the reference of marketing development,help the enterprise attract and create more loyal users,improve the viscosity between enterprises and users,and continuously improve the marketing profits and market competitiveness of enterprises.