Cross-border E-Commerce Export Marketing Strategy Of AK

With the rapid development of the global Internet,cross-border e-commerce has risen rapidly.Most cross-border e-commerce companies entered early have achieved better development.However,after ten years of development,the cross-border e-commerce industry has become increasingly saturated,and the competition between merchants has become more and more intensely.After the dividend period of cross-border e-commerce has gradually faded,how to maintain market competitiveness and improve their operating capabilities has become increasingly important.The most intuitive reflection is the marketing strategy,which is related to the value chain of the whole company.This paper takes Amazon,the B2 C platform of cross-border e-commerce,as the background.Starting from July 2021,a number of cross-border e-commerce enterprises in China were forced to make large-scale layoffs or apply for bankruptcy.The main reason was that they failed to implement proper marketing strategies and were suspected of illegally manipulating platform reviews,which violated the platform rules of Amazon.Finally,they were severely punished by the platform and banned from selling.The research results of cross-border e-commerce marketing strategies in this paper will help domestic cross-border e-commerce enterprises to formulate and implement appropriate cross-border marketing strategies.Firstly,this paper reviews the relevant literature of marketing strategies of cross-border e-commerce enterprises systematically.Although the research on cross-border e-commerce has been very rich and diversified.AK enterprise,has very typical industry characteristics and channel representation.This paper introduces the general situation of AK in order to explain its marketing strategy and marketing results,by using PEST analysis tool and SWOT analysis to carry out macro and micro analysis of its marketing environment.The advantages of its existing marketing strategy to join the development,deficiencies,to improve and supplement.At the same time,according to the analysis of the shortcomings of the existing marketing strategy and the interview content,the marketing problems facing AK enterprises at the present stage are put forward,and the reasons are analyzed.Finally,based on the 4Ps marketing theory and aiming at the current marketing problems of the company,the corresponding supplementary marketing strategies are proposed from the four perspectives of product,channel,price and promotion.The analysis of AK enterprise’s current marketing strategy and the research results enrich the research content of cross-border e-commerce marketing strategy;It has a certain theoretical significance for AK company to solve its existing marketing problems.Secondly,it also has certain marketing implications for other cross-border e-commerce enterprises;Finally,it provides some experience and theoretical guidance for the transformation of Chinese traditional manufacturing enterprises.Following the coverage of the global Internet’s expand,while people’s recognition of online cross-border shopping maintains a high growth trending,indicating that the development of cross-border e-commerce is still full of opportunities.With the improvement of people’s quality of life,consumers’ demanding requirements for products are becoming more and more strictly.In addition to improving product quality and product usage experience,cross-border e-commerce enterprises should also pay attention to the quality of pre-sale and after-sales service,reduce the return rate and maintain the brand image.The future direction of cross-border e-commerce marketing and operation will trend to interesting & Content E-commerce and focus on brand building,marketing channel diversification,product line optimization,design and development risk-guard control policies etc,so that enterprises can obtain sustainable and healthy development.