Research On Product Marketing Strategy Of Cross-border E-commerce Company A

In recent years,cross-border e-commerce,as a new way of foreign trade sales,has been favored by more and more companies.Especially under the influence of the new crown epidemic in 2020,the "contact-free" model of e-commerce has become an effective way for consumers to avoid infection with the virus.This has further promoted the formation of online consumption habits of global consumers and the development of the e-commerce industry.At the same time,cross-border e-commerce companies are also facing challenges such as uncertain international situations,anti-globalization,and fierce competition.To a large extent,this puts forward higher requirements for the development of cross-border e-commerce companies.In terms of their own business conditions,while doing a good job in products,they must also match and manage the entire life cycle of their product marketing strategies.As a cross-border e-commerce company that relies on the global trade cycle,it not only faces fierce competition in the industry,but also is affected by the external environment.How to deal with such opportunities and challenges,formulate a marketing strategy suitable for the company’s development,and make the company stand out among its peers are the problems that company A needs to solve at present.The research object of this paper,company A,is an excellent representative of the cross-border e-commerce industry.Its development process and business form have typical characteristics of the industry.By analyzing the status quo and existing problems of its product marketing strategy,it puts forward some reasons behind the problems.A series of optimization suggestions and measures to meet the challenges of the industry and enhance the market competitiveness of company A.In terms of the writing ideas of the thesis,it first analyzes the realistic backgrounds such as the complex international trade situation faced by the cross-border e-commerce industry,industry capability requirements in the post-epidemic era,and supply chain spillovers,which shows that company A has invested in its product marketing strategy The need for more resources to optimize and improve.Then,based on the systematic concept of product marketing in the whole chain of product life cycle,by using the method of 4P marketing theory,the four product marketing methods of company A in terms of product definition and development,product line price formulation,sales and logistics channels,and promotion methods are analyzed.The current status of important links was investigated and discussed,and the reasons behind the problems in each link were analyzed in multiple dimensions,and optimization suggestions and measures were put forward to enhance the market competitiveness of company A.First of all,in terms of the definition of insight and demand transformation products,due to the imperfect product development mechanism,the developed products lack competitiveness in the market competition.This paper recommends that company A strengthen market and user research to gain a deep understanding of the target market and user needs,so as to define product development based on user needs,improve the overall success rate of product development,and provide strong product support for the sales and marketing process.For example,conduct market and user demand research before product development,determine product positioning and key features,and strengthen quality control in product design,research and development,and testing to ensure product quality meets market and user needs.Secondly,in terms of product pricing,due to the concentrated outbreak of overseas market demand in the early stage of the epidemic,under the brutal growth,the extensive product pricing model caused company A to have a backlog of inventory in the post-epidemic period and the pressure of industry sellers to clear goods at low prices Under the circumstances,the pricing of its products cannot support product promotion in an orderly and effective manner,resulting in a great sales crisis.Based on this,this article suggests that company A formulate a reasonable product price control mechanism based on the market demand and competition situation,combined with the brand positioning of its own sub-brands,from regional markets,national channels,product line characteristics,etc.,and establish a reasonable price strategy System,in order to solidify the daily operation of the price in an institutional form from the perspective of the company,improve the user’s recognition and perception of the brand,thereby improving the brand power and the market competitiveness of the product.Thirdly,in terms of sales and logistics channels,80% of company’s sales come from the third-party e-commerce platform Amazon.For the company’s operations,due to its high channel dependence,it is easy to be controlled by the rules of the third-party platform.Potential operational risks such as access limitations,such as relying on third-party platforms as sales channels,lack of diversity and alternatives,any sudden problems on third-party platforms,such as changes in platform rules and policies,the company will face great risks.In response to this phenomenon,this paper proposes that company A should diversify risks as much as possible,and improve the channel’s ability to resist risks through diversified channel configuration.In addition,in terms of logistics channels,it is also recommended that company A strengthen channel construction and logistics management,establish a sound sales and logistics system,and optimize sales processes and logistics distribution processes to improve product sales efficiency and service quality,thereby supporting Implementation of the product marketing process.Finally,in terms of promotion strategy,due to its relatively weak channel resources,the business structure is overly dependent on the third-party platform.This study puts forward some specific suggestions.For example,company A should focus on optimizing its traffic acquisition while expanding its channels.Channels and structure,while doing a good job in on-site advertising and marketing promotion,actively increase investment in social media,search engines,online forums,communities and other network channels,strengthen the brand’s all-round marketing and promotion activities,and optimize the traffic structure,Improve brand awareness and reputation.In addition,company A can carry out some targeted promotional activities,such as product customization for special channels,cross-border cooperation,offline public welfare cooperation,etc.,to establish a wider brand leakage channel,enhance brand awareness,and attract more consumption Or buy the products of company A.To sum up,this study conducts an in-depth analysis of the problems in the product marketing strategy of company A,and aims at each important starting point of product marketing,and improves the success rate of development and product development through the improvement of its product development mechanism.through the establishment of a pricing system for brand product lines,the pricing of the entire product matrix has been managed and controlled in an orderly manner,and the support of pricing strategies for marketing actions has been optimized;the enrichment of channels has improved the anti-risk capabilities of channels in terms of business structure.In order to consolidate,the diversified layout of the promotion also opened the door to more abundant traffic for the product marketing of company A,increased the leakage of brands and products,promoted the transaction of products,and increased the market share of company’s products in the industry.,to cope with market competition,and to achieve sustainable and longer-term business development,providing a more comprehensive capability support.In addition,as a cross-border e-commerce company with a relatively typical growth path in the cross-border industry,the analysis process of company A’s product marketing case can also be used as a reference for similar companies in the industry to improve its product marketing and company business development.will be of great significance and value.