Research On The Digital Marketing Model Of Cross-border E-commerce Platforms Entering The African Market

Under the background of COVID-19,the global economy is under great downward pressure,economic development is weak,and the control of the epidemic has made many traditional trade businesses unable to carry out.Otherwise,cross-border e-commerce,relying on the characteristics of non-direct contact,high efficiency and speed,brought opportunity digital transformation for many traditional traders.With the spring breeze of digitalization,many companies are also exploring digital transformation in China.However,there are currently many third-party cross-border e-commerce platforms targeting developed markets such as Europe and the United States,and the competition among traders is very fierce.They can only focus on overseas emerging markets.Africa,with a population of nearly 1.3 billion,has undoubtedly become a region that many small and medium-sized e-commerce companies are eager to try.However,how to enter the African market? How to build and operate a digital marketing model suitable for the African market? This is a question that many cross-border e-commerce third-party platform companies and e-commerce traders need to explore,and it is also the focus of this thesis.Company A is a cross-border e-commerce platform company focusing on the African market for more than 20 years.The digital marketing model launched by the company has achieved good results and has been highly recognized by the Ministry of Commerce and the Ministry of Industry and Information Technology of China.Based on this,this thesis hopes to study the platform operation model of Company A and its digital marketing solutions,and deeply discuss the model in theory and practice,and excavate its intrinsic core value,which can be used by domestic cross-border e-commerce platform peers and some cross-border e-commerce enterprises for reference.In order to study the digital marketing model of Company A,this thesis firstly analyzes the African e-commerce macro market environment and online consumption situation that Company A is facing,through questionnaire survey and literature research method,and then collects first-hand information about Company A through interviews and on-the-spot investigation methods,systematically summarizes the construction ideas and operational characteristics of Company A’s digital marketing model.The main research content includes four parts: first,analyze the African cross-border e-commerce market environment and online consumption environment.Through qualitative analysis,various factors affecting enterprises’ e-commerce in Africa were analyzed,and the basic situation of the African market environment was summarized,and the attitude and cognition of African consumers on online shopping were obtained through questionnaire survey,so as to understand consumer demand;second,conduct an in-depth analysis of the digital marketing operation mode of Company A,study the construction ideas of this mode,and extract the characteristics of Company A’s digital marketing mode by comparing with the traditional marketing mode;third,analyze the digital marketing mode of Company A.Analyze the operation effect,evaluate its achievements,and analyze the reasons why the model can achieve good results;fourth,analyze some deficiencies in the practice of company A’s digital marketing model,and put forward some improvement suggestions.In a word,this thesis is devoted to researching the marketing model suitable for the digital transformation of domestic enterprises to enter the African market,and has done in-depth research on both the African market and African consumers.At the same time,using the case study method,taking the A platform company that has been deeply involved in the African market for more than 20 years as a case,summarizing the digital marketing model suitable for the African market,providing some references for domestic enterprises to digitally transform into the African market,and for domestic cross-border e-commerce platform companies and cross-border traders respectively draw some inspirations for developing cross-border e-commerce in Africa.For cross-border e-commerce platform companies,firstly,the construction of the platform system must be in place;secondly,the marketing service system must be innovated,and the third is to focus on cooperation with third parties.For cross-border traders,firstly,it is necessary to seize business opportunities and correctly identify the African e-commerce market;secondly,they should comprehensively analyze the situation of the African market,do a good job in "selecting products",and finally focus on the "brand" strategy,and realize the brand going overseas through digital transformation.The main contributions of the results of the thesis are,firstly,to correctly identify the African e-commerce market,and to provide some constructive guidance for traders entering the African market to grasp business opportunities;secondly,to propose some practical implementations for the construction,operation and improvement of digital marketing models;thirdly,to put forward some important views on the system construction of cross-border e-commerce platform and the innovation of marketing service system.