我国跨境电子商务企业出口营销策略研究——以广州洋盒子电子商务有限公司为例.docxVIP

Research on export marketing strategies of cross-border e-commerce enterprises in China——Take Guangzhou Yang box e-commerce company as an example Abstract：The rise of cross-border e-commerce has built a new form for the export trade of Chinese enterprises. This form of trade binds trade and Internet information technology together. The global economy relies on this trade system to realize trade interconnection and truly realize the purchase and sale of the world. At present, there are a large number of enterprises participating in the export of cross-border e-commerce in China, but their export marketing strategies have disadvantages and shortcomings, which seriously hinder the cross-border e-commerce enterprises to carry out international marketing. Based on this, this paper chooses to study the export marketing strategy of cross-border e-commerce enterprises in China. Firstly, this paper expounds the current situation of cross-border e-commerce enterprises in China, which is composed of three aspects: the export situation of cross-border e-commerce enterprises in China, the development situation of cross-border e-commerce enterprises in China and the basic export process of cross-border e-commerce enterprises in China. Secondly, based on 4Ps marketing strategy combination theory, this paper analyzes the product strategy, price channel, channel strategy and promotion strategy of the current cross-border e-commerce enterprises in China. Then, through the analysis of the export marketing strategy of Guangzhou yangbox e-commerce Co., Ltd., it shows that the export marketing strategy of cross-border e-commerce enterprises in our country has the problems of serious product homogeneity, imperfect product pricing strategy, insufficient marketing channel expansion and insufficient promotional activities. In the end, the solutions of optimizing product categories, innovating pricing strategy, expanding marketing channels and increasing promotion are put forward. Keywords：C