The Case Study On Cross-border E-commerce Business Marketing Strategy For K Company

The status and role of cross-border e-commerce B2 C in international trade is increasingly prominent,and it is gradually becoming a new growth point of China’s international trade industry.For many enterprises,cross-border e-commerce B2 C is full of opportunities and challenges.How to choose target markets,products,channels and promotions,which are the problems that SMEs must solve in carrying out cross-border e-commerce B2 C business.In the process of developing cross-border e-commerce B2 C business,the marketing cost of K Company is high,but the promotion investment is not proportional to the order quantity,so it is unable to operate continuously and healthily.On the basis of marketing theory,through STP analysis,this thesis completes the overall carding and refinement of the marketing strategy of K company’s cross-border e-commerce B2 C business,clarifies the target customers,market and position,and provides a strategic height and long-term development basis for the optimization of K company’s overall marketing strategy;by the 4P theory,the thesis through the products,price,channels,promotions,help K Company to clarify and optimize the marketing strategy,provide key methods for the actual business operation.Through a series of research and analysis,K Company determines small appliances as the target category,takes Southeast Asia as the target market,grasps the customer demand,clarifies the competitive environment,implements the combined product strategy,establishes the differentiated price strategy,constructs the diversified channel strategy,and implements the flexible promotion strategy based on the enterprise ability.At the same time,K Company is suggested to integrate the domestic supplier resources accumulated for many years,registered its own small appliance trademark,trained professional B2 C business operation team.Through this thesis,we hope to help K Company to operate cross-border e-commerce B2 C business better,and provide sample reference of marketing strategy direction for enterprises that are operating or going to operate cross-border e-commerce B2 C business,and attract more scholars’ attention and research in the field of cross-border e-commerce B2 C.