Research On Marketing Stratagy Of Cross-border E-commerce KL Company

Since the birth of e-commerce,a huge market scale has been formed in China.But the growth rate has begun to decline in recent years.E-commerce companies need to explore new growth points.So cross-border e-commerce came into being.After more than ten years of development,China’s cross-border e-commerce industry has gradually entered a mature period.Industry competition has become increasingly fierce.At the same time,the political,economic,social and technological marketing environment of cross-border e-commerce has also undergone new changes,bringing new opportunities and challenges.Cross-border e-commerce enterprises need to adopt more proactive marketing strategies to seize the remaining market space and tap new demand.Therefore,how cross-border e-commerce enterprises can grasp market opportunities,respond to market threats,and optimize marketing strategies is a very worthy issue.KL company is an import cross-border e-commerce enterprise,and it is of great reference to explore its marketing strategy.This paper uses PEST model,product life cycle theory,Porter’s five forces model,enterprise resource and capability analysis,and SWOT analysis to analyze KL’s internal and external marketing environment,and puts forward the following optimization suggestions based on the current status,existing problems and reasons of its marketing strategy:(1)KL company should make STP marketing strategy adjustments based on the market opportunities and threats it faces,combined with its own advantages and disadvantages;(2)KL company should optimize the original marketing strategy based on the results of internal and external environment analysis,and design the "4P+4C" marketing strategy combination from the user’s point of view;(3)KL company shall optimize the implementation measures of procurement,sales and transportation,and support the organizational structure,information system and human resources safeguard measures to ensure the effective implementation of marketing strategies.This paper provides optimization suggestions for the marketing strategy of cross-border e-commerce KL companies,supplements the research of cross-border e-commerce marketing strategy,provides reference for other cross-border e-commerce enterprises to optimize marketing strategies,and points out the new direction of online marketing and content marketing,which has more theoretical and practical value.