A Research On The Improvement Of B2C Promotion Strategy Of Stationery Company Exporting Cross-border E-commerce

In recent years,consumers in the global retail industry have gradually shifted to online,the cross-border e-commerce industry has developed rapidly,and global online retail has grown rapidly.As a cross-border e-commerce enterprise mainly engaged in the export trade of office stationery,Company A mainly relies on the Amazon e-commerce platform to carry out B2 C business,and most of the company’s products are sold to the United States.In the face of a more fierce international competitive environment and good development opportunities for cross-border e-commerce in China,Company A continues to improve its products and strive for market share to meet challenges.However,Company A has not achieved obvious results in market development,and the reason is that the company’s promotion strategy has many problems that need to be solved urgently,and it is necessary to change its revenue decline dilemma caused by poor promotion strategy,and enhance the company’s comprehensive strength and competitiveness through the improvement of promotion strategy.Therefore,the optimization research of the promotion strategy of Company A is of key significance for its reversal of marketing effect.This paper first analyzes the external environment and industry status of Company A in detail.Combined with the questionnaire survey and the current situation of the company’s own promotion strategy,it was learned that Company A’s promotion strategy had problems such as unclear market positioning,relatively single promotion form,unreasonable advertising strategy,and the effect of promotional activities could not stimulate consumers’ desire to buy.Furthermore,based on the target marketing theory,utility theory and "4P" marketing theory,the market positioning of Company A’s office stationery products is carried out,that is,the product positioning is selected in the product market that serves the price-performance pursuer.Then,the promotion strategy of Company A is optimized,specifically in the following four aspects: optimize the promotion concept and enrich the promotion means;Strengthen the awareness of advertising innovation and optimize advertising strategies;Strengthen the application of promotion data management to improve the effectiveness of activities.Subsequently,the promotional activities were carried out according to the optimization strategy,and the effect of online promotional activities after the improvement of Company A’s promotion strategy was analyzed,and it was found that the current optimization strategy significantly improved the promotion effect of Company A’s stationery cross-border e-commerce.Finally,the safeguard measures required for the optimization of promotion strategies are further clarified,laying the foundation for the long-term and healthy development of Company A’s stationery cross-border e-commerce promotion business.All in all,the optimization of the promotion strategy of Company A’s cross-border e-commerce business will help solve the problems existing in the company’s current promotion strategy and improve the effect of promotional activities;At the same time,we also hope to provide advice and reference for many similar companies to expand overseas markets.