Study On The Optimization Of KL’s Cross-border E-commerce Marketing Strategy

With the continuous deepening of economic globalization,cross-border e-commerce has ushered in its golden stage of development.As a cross-border import e-commerce platform enterprise,KL company faces the reality of how to further improve its marketing level,which is a must-face problem for business managers.This paper studies the problem of optimizing the marketing strategy of KL company’s cross-border import e-commerce,in order to find out the existing problems of the company’s current marketing strategy and formulate a suitable marketing strategy optimization plan for the company.Firstly,this paper analyzes the current operating environment of KL company as the research object,and the PEST analysis method is chosen as the analysis method.After having a preliminary understanding of the macro environment,the Porter’s Five Forces Model is introduced for further analysis to clarify the business environment in which KL company operates.Secondly,taking KL company as the research object,this paper uses the AISAS model as the main analytical model to conduct detailed research on five dimensions: attracting attention,arousing interest,stimulating desire,promoting action,and encouraging sharing.The marketing problems faced by KL company are analyzed in detail,and marketing optimization strategies are formulated based on the above five dimensions.Finally,measures are proposed to ensure that this strategy can be implemented,and new prospects are put forward for the shortcomings of this paper.