Research On Company Y’s Marketing Strategy Based On Cross-border E-commerce Platform

In recent years,With the rapid development of the Internet,big data and artificial intelligence technologies,China has entered the era of digital economy,With the rapid development of cross-border e-commerce,traditional foreign trade enterprises have ushered in new opportunities and flooded into the new track of cross-border e-commerce.As a small and medium-sized enterprise mainly based on traditional foreign trade,Y company is also seizing the opportunity to actively invest in the development of cross-border e-commerce.Y company has the advantages of a mature international market supply chain system,and also has a lack of cross-border e-commerce marketing experience and scientific and theoretical guidance,so that it encounters many problems that need to be solved urgently in its development.This dissertation takes the marketing strategy of Y company in cross-border e-commerce platform as a case,by combing the domestic and foreign research status of cross-border e-commerce marketing strategy and marketing related theory,mainly based on 4Ps marketing theory,based on the characteristics of Amazon cross-border e-commerce platform,the marketing strategy of Y company based on cross-border e-commerce platform.First of all,by analyzing the development status and marketing environment of Y Company,the market segmentation,target market selection and market positioning of the cross-border e-commerce marketing of Y Company are conducted.Secondly,4Ps marketing theory was used to analyze the marketing strategy of Y company’s cross-border e-commerce platform,explored the problems and reasons in the four marketing fields of product,price,place and promotion,and found that Y company had problems in product homogenization,pricing strategy,marketing channel and promotion cost management.Finally,based on relevant theories and practices,company Y formulated the marketing strategy optimization plan for cross-border e-commerce platform,and put forward suggestions on improving product innovation awareness,optimizing pricing strategy,carrying out multi-channel marketing and optimizing promotion strategy.At the same time,in order to ensure the effective implementation of cross-border e-commerce marketing strategy,Y company should also pay attention to improving the organizational structure,applying digital technology,strengthening staff training and other safeguard measures.The research results of this dissertation have important guiding significance for the marketing of Y company and its small and medium-sized cross-border e-commerce enterprises in cross-border e-commerce platforms.