Research On Marketing Strategy Of XP Cross-border E-commerce Platform

With the promotion of China’s "One Belt,One Road" project and the release of various favorable policies and the signing and entry into force of the RCEP agreement,Southeast Asia,Latin America and other emerging markets have become an important part of China’s foreign trade,and the huge potential of the Southeast Asian market itself is also attracting the attention of many enterprises.Due to the different environment and culture in Southeast Asia market,how to enter Southeast Asia market has become a problem for SMEs to think about,and XP cross-border e-commerce platform,as an e-commerce platform focusing on Southeast Asia market,can become a bridge for SMEs to enter Southeast Asia market,so as to promote the development of China’s foreign trade.In this thesis,XP cross-border e-commerce platform as the research object,first of all,cross-border e-commerce and other related concepts are elaborated and explained,through the introduction of XP cross-border e-commerce platform company,in the macro level,using PEST and Porter’s five forces model to analyze its marketing environment and industry competition,the 4Ps theory and network marketing as the theoretical basis of the article.At the micro level,the existing marketing strategies of XP cross-border e-commerce platform are analyzed from four dimensions.And on this basis,through interviews with businesses in combination with related research report data and third-party evaluation data collected from site platform deficiency in current marketing strategy is put forward,such as product quality and service problems,deficient domestic channels and brand extension,the last comprehensive the above information is to sort out relevant marketing strategy optimization Suggestions are put forward.Through the research of this thesis,we hope to make the XP cross-border e-commerce platform maintain a steady growth in the competitive e-commerce market and achieve its long-term sustainable development.At the same time,it also hopes to provide reference for domestic similar cross-border export platform enterprises.