Research On Cross-border E-commerce Marketing Strategy Of ZG Company’s Hunting Products

In recent years,with the trend of Internet plus,the State encourages all kinds of industry and trade enterprises to revive the sluggish foreign trade mark et by crossborder e-commerce.Although there are tax,payment,customs clearance and overseas warehouse support in policy,it will provide more convenient conditions for the development of cross-border e-commerce for export.However,many problems of traditional enterprises’ involvement in cross-border e-commerce have gradually emerged in practice.There are many differences between traditional foreign trade model and cross-border e-commerce,and operators’ inherent operating habits are not easy to be changed in a short time.Employees are lack of Internet thinking,this traditional off-line business thinking affects cross-border e-commerce operation.What’s more,the lack of professional cross-border e-commerce talents,simple and extensive marketing strategy has not kept up with the current needs of cus tomers and markets,which hinders the further development of marketing activities and new customers and markets.Many enterprises are facing the difficult situation of transformation.As a traditional outdoor soft goods industry and trade enterprise,ZG company’s main products in the American market these years are hunting bags and relevant sewing accessories.However,ZG’s traditional OEM development in the U.S.market has shown a weak trend in recent years.At the same time,in the context of the escalating Sino-U.S.trade war that began in 2018,the United States government raises tariffs on domestic products and conduct tariffs supporting on other Southeast Asia countries having a large number of cheap labor-intensive factories.The support will further curb and suppress China’s manufacturing industry.The trend of the whole industry to conform to Internet + is inevitable.Based on the in-depth study of ZG Company,this paper firstly analyses the current marketing situation.Secondly,according to the the ory of marketing strategy and the marketing research results of browsing various cross-border e-commerce journals and literature,and combining with the characteristics of outdoor hunting and sewing products industry,the influencing factors for ZG company are refined accordingly.On this basis,through the model,the AHP analysis and questionnaire survey method,the marketing strategy of ZG company in the cross-border e-commerce business sector is scientifically evaluated.This paper diagnoses the problems of current marketing strategy according to the scoring situation,and then puts forward the optimization of cross-border e-commerce marketing strategy.From the results of the research,the customers of ZG company generally evaluate the current cross-border marketing strategy of ZG company.Among the four key factors,the price and consumer’s psychological coincidence and channel convenience are the best,which has the potentiality for development.Other 2indicators which are adaptability of marketing communication means to online sales environment and consistency of consumer demand and product are weak by comparison.Based on the results of this study,ZG company have to optimize the marketing with below four strategies: strengthening consumer demand and product fit strategy,adjusting price and consumer psychological fit strategy,improving purchase convenience,and enhancing marketing communication means.This article can not only solve the practical problems faced by ZG company,but also provide reference for similar manufacturing enterprises.