Research On Marketing Strategy Of Cross-border E-commerce Platform Services Of Company F

Cross border e-commerce refers to an international business activity in which cross-border and cross regional trading entities conclude transactions through e-commerce platforms,conduct payment and settlement,and deliver goods and complete transactions through cross-border logistics.In recent years,with the development of digital economy,economic globalization and the promotion of the "Internet +" strategy,cross-border e-commerce has grown rapidly.It has broken the traditional mode of foreign trade and moved towards borderless trade.Consumers can enjoy preferential commodity prices and high-quality services without leaving home.With the development of cross-border e-commerce,many cross-border e-commerce platform services have emerged one after another,providing from information flow,logistics,capital flow and other aspects for cross-border e-commerce enterprises and practitioners.This paper takes the platform service of Company F,a well-known cross-border e-commerce service provider in China as an example,combines the marketing theory to analyze the cross-border e-commerce industry environment and its own advantages and disadvantages,discusses the marketing methods applicable to the cross-border e-commerce platform services of Company F,and helps the company’s cross-border e-commerce platform service business improves marketing effects.This paper starts with the current situation of the marketing strategy of the cross-border e-commerce platform service of Company F,and obtains the customer feedback data through the questionnaire survey and interview,and analyzes the problems existing in the current marketing strategy on this basis.Then use the PEST model,Porter’s five forces model,internal environment analysis internal environment and SWOT analysis to analyze the marketing environment of F company in detail from the aspects of external opportunities and threats faced by F company,industry competition environment,and its own advantages and disadvantages.Finally,combining STP theory and 4C theory,this paper puts forward improvement suggestions on the existing marketing strategies from the aspects of market positioning,target market,customer demand,customer cost,service convenience and customer communication,and puts forward feasible programs suitable for F company’s platform service marketing and promotion,including understanding customer needs and applying big data technology to precision marketing,optimizing customer costs and providing value-added services,improving service convenience and optimizing system interface,increasing communication channels and improving communication methods.At the same time,in terms of strategy implementation,Company F should actively train service employees,recruit technical talents,and set up a marketing team.In terms of strategic security,the management concept of the company’s management should be transformed,the employee incentive system should be improved,the technical support for marketing strategies should be provided,and the financial security system should be improved to ensure the smooth implementation of the improved marketing plan.Cross-border e-commerce platform services have come to the fore in recent years,but there has not been a very successful company,so F company does not have too much mature marketing experience for reference,mainly taking service marketing strategy as the reference object.Based on the analysis of cross-border e-commerce industry and combined with marketing theory,this paper tries to give suggestions on the service marketing strategy of cross-border e-commerce platform of company F.We also hope to provide some ideas for future cross-border e-commerce researchers and make a modest contribution to the development of cross-border e-commerce in China.