Marketing Strategy Of Chinese Culture Store On Aliexpress

With the development of the Internet, electronic business is booming. E-business and internet shopping are developed quickly around the world. More and more enterprises and individuals join in the cross border E-business to go in for the Internet marketing business. Even some traditional industries have participated in to use the Internet information transmit and operation model, adopting advanced marketing promotion strategies sell their products to overseas markets to earn long term economic profit.Since2009, Alibaba putted out Aliexpress, a platform which affords a series of integrated service and supporting, including overseas promotion, trade supporting, disputes handling, online payment, online logistics, credit system and after-sale service.First, through analyzing macro and micro environment, I use the STP theory to segment the Chinese Culture Store’s markets into four fields:personal use, personal collecting, giving gifts and wholesale&retail, from the consumers’ preference and behavior angle. Second, having chosen to join into the wholesale&retail market after systematic analyzing, I pitched the store to be a high level online Chinese goods boutique. Last, on the basis of4C marketing theory and according to the store’s realities and analysis results, I selected the suitable products, pricing, online promotion and service strategies. At the same time, I hope this paper not only can supply some right marketing strategies to promote the sales volume, but also can provide some references to related research and practices.